The CEO at Starbucks, Brian Niccol took the role September 9, 2024 as he used to be CEO of Chipotle. Niccol has been pushing a “Back to Starbucks” strategy, focusing only on core products, simplifying the menu, and creating a customer connection focused experience.
Although many of Niccol’s new policies are helpful to baristas, some of his policies are considered completely outrageous. One of these policies is the new dress code which took effect May 12, 2025.
Under the previous dress code, baristas could wear a broader range of dark colors and patterned shirts. Starbucks said the new rules would make its green aprons stand out and create a sense of familiarity for customers as it tries to establish a warmer, more welcoming feeling in its stores.
The dress code now requires a solid black shirt which can not be any lower than your apron, as well as khaki, black, or blue denim bottoms. Head covers must be neutral colors, and shoes must be non-slip. No necklaces, bracelets, or rings are allowed to be worn unless tucked into clothing. The baristas are also not allowed to have any type of nail coverings (acrylics, nail polish, press-ons, etc.) If the barista’s hair is longer than shoulder length it must be put in a braid or bun.
While these are not all new policies, most of them are and baristas feel Starbucks is taking away their sense of individuality and self-expression. Starbucks baristas finally went on strike to tell the public and the CEO that they are not okay with these policies.
More than 2,000 Starbucks baristas at 120 U.S. stores have gone on strike since Sunday to protest the new dress code, according to Starbucks Workers United, a union representing the coffee giant’s U.S. workers.
“Starbucks has lost its way. Instead of listening to baristas who make the Starbucks experience what it is, they are focused on all the wrong things, like implementing a restrictive new dress code,” said Paige Summers, a Starbucks shift supervisor from Hanover, Maryland. “Customers don’t care what color our clothes are when they’re waiting 30 minutes for a latte.”
Summers and others also criticized the company for selling styles of Starbucks-branded clothing that employees no longer are allowed to wear to work on an internal website. Starbucks said it would give two free black T-shirts to each employee when it announced the new dress code.
Overall, the new dress code is clearly very problematic for employees and the public. The new policies are causing Starbucks to lose employees and customers, which simply does not seem worth it. “It’s very sad to see Starbucks going backwards.” says an anonymous Starbucks employee at Hershey Town Square.
