Coffee giant Starbucks has announced a revised dress code for its staff, a move it says is part of broader reforms aimed at reviving flagging sales and restoring its core identity. Effective from May 12, baristas will be required to wear solid black tops, paired with khaki, black, or blue denim bottoms.

The coffeehouse giant said the changes are designed to make its iconic green apron more visible and to create a consistent look across its outlets in North America. Shirts may be crew necks, collared or button-up, with short or long sleeves. Additionally, employees will receive two free company-branded T-shirts.

"Our partners are the face of our brand, and our green apron is an emblem of the relationship we have with our customers," Starbucks said in a statement on its website.

The updated dress code, it said, offers clearer guidance and is expected to enhance the customer experience.

The dress code revision is just one aspect of a sweeping turnaround under CEO Brian Niccol, who took charge in September 2024.

Starbucks has faced declining sales for four consecutive quarters, with customers citing high prices and long wait times.

However, the new uniform policy has drawn criticism from Starbucks Workers United, a union representing more than 550 unionised stores. The group accused the company of bypassing ongoing contract talks.

Broader changes under new leadership

The dress code update is just one of several initiatives launched under CEO Brian Niccol. Starbucks has significantly reduced its menu, removing around 30% of items to speed up service.

It also laid off 1,000 corporate employees and rebranded its stores by adding self-serve milk and sugar stations and reinstating the tradition of baristas doodling on coffee cups.

Additionally, Starbucks now restricts restroom access to paying customers and has subtly altered its name to ‘Starbucks Coffee Company’ to reinforce its core product identity.