New York – Starbucks is making changes to its uniform policy in an effort to enhance its brand image and attract more customers. CEO Brian Niccol is spearheading these modifications to revitalize the struggling coffee chain, with the new guidelines set to take effect on May 12 in stores across North America.
Baristas will now be required to wear solid black tops under their iconic green aprons, replacing the previous policy that allowed employees to wear shirts of any color. The aim is to highlight the recognizable green apron and create a sense of familiarity for patrons, as stated in a release from Starbucks.
In addition to the top changes, the company is also updating the permitted pant colors for employees to khaki, black, or blue denim, departing from the previous options of navy, gray, or brown. These adjustments are part of Starbucks’ broader strategy to entice customers back into their establishments after experiencing a decline in sales over the past year.
Starbucks has faced challenges such as high drink prices, long wait times, and demands for better pay and working conditions from some of its workers who have opted to unionize. While the move to update the dress code aims to provide a more consistent customer experience, some union representatives have raised concerns about the company’s priorities.
CEO Niccol has been implementing various changes at Starbucks, including reducing menu options by 30% to streamline operations, slashing corporate positions, and modifying store policies like restroom access. Despite ongoing efforts to improve the brand’s performance, Niccol remains optimistic about Starbucks’ direction under his leadership.
As the company prepares to release its next earnings report, stakeholders will be eager to see if these recent changes have had a positive impact on Starbucks’ performance and customer perception. Niccol’s vision for the future of Starbucks revolves around enhancing the customer experience and reviving the brand’s essence as a coffee company.