Starting May 12, Starbucks will implement a new employee dress code across its North American locations, part of a broader strategy by CEO Brian Niccol to modernize the company’s image and enhance customer engagement.

Details of the New Dress Code

The updated guidelines require employees to wear solid black shirts, available in styles such as crew neck, collared, or button-up. In terms of bottoms, staff can choose from khaki, black, or blue denim options.

As a gesture of support, Starbucks will provide each employee with two complimentary company-branded T-shirts.

Aiming for Consistency

Starbucks emphasizes that this change is designed to create a more consistent and recognizable experience for customers. The intent is to foster familiarity and ensure a uniform atmosphere throughout its coffeehouses.

Background of the Changes

These modifications are part of Niccol’s “Back to Starbucks” initiative, launched after he took the helm in September. This strategy aims to reconnect the brand with its coffeehouse roots, improve profitability, and enhance workplace morale following heightened scrutiny from unionization efforts and a series of challenging fiscal quarters.

Operational Adjustments

In addition to the new dress code, several operational changes have taken place. Starbucks has eliminated approximately 1,100 support partner roles and discontinued several unfilled positions to develop more streamlined and flexible teams.

Menu Revamp and Customer Experience

Earlier this year, the company announced plans to reduce around 30% of its menu items, aiming to simplify offerings and decrease wait times. This shift aligns with a broader commitment to a traditional coffeehouse feel, reinstating practices such as personalized cup messages and condiment bars.

Additional Customer-Centric Initiatives

Starbucks is also re-evaluating its in-store policies and pricing strategies. The company has restored free refills for dine-in customers and eliminated charges for alternative milk options.

To further enhance employee satisfaction, Starbucks plans to double its paid parental leave benefits, providing up to three times the previous amount for some workers.