When you think about Starbucks, the first thing that usually comes to mind is the siren logo, followed by the iconic green apron. The company is known for its inclusivity and its laid-back dress code, which encourages baristas to express themselves through their outfits. However, a new dress code has sparked some questions. Is Starbucks limiting creative expression? Is the new dress code going against the company’s inclusivity?
In September of 2024, Chipotle CEO Brian Niccol became the new CEO of Starbucks. One of Niccol’s new initiatives as CEO was the “Back to Starbucks” initiative. This essentially means the company is returning to its coffeehouse roots, complete with a simplified menu. The initiative also includes a new dress code for employees, AKA partners. This dress code highlights the green apron and provides a simpler feel, featuring a plain black shirt paired with jeans or black pants.
While it may not seem like a big deal, partners all around have been expressing their thoughts and opinions on this new dress code. Some have a more positive reaction; others have a more negative reaction. A lot of the frustration comes from baristas losing the ability to showcase their personality through their outfits. Instead of exercising creative freedom, they’re now stuck with plain clothes, which feels like a shift from Starbucks’ usual vibe. Others are arguing that the new dress code is not a huge deal, considering most jobs have dress codes that are stricter than Starbucks’s.
What even is the new dress code?
As mentioned above, the new dress code consists of a solid black top and either jeans or black/khaki pants. Not too bad, right? The next section notes that shirts cannot show off the midriff or armpits. Baristas can wear shorts, but they must be at least 4″ above the knee and free of holes. Pretty reasonable, in my opinion.
However, the one part that does seem a little silly is the fact that partners’ socks must complement their outfits. Which means partners must wear solid black or white socks. Unfortunately, fun socks will send you packing. Shoes must be leather or suede, as well as waterproof. They must also be white, black, tan, and other neutral colors. This, unfortunately, means that baristas are no longer able to wear their Converse. They must now go out and find a new pair of shoes, and we all know shoes can get pricey.
Lastly, according to the dress code, one facial piercing is allowed; however, it cannot be larger than a dime. Retainers are a no-no; remove the jewelry completely or get sent home. Tattoos are okay; however, no face tattoos and no inappropriate ones. The tattoo part makes sense to me, but they are taking it too far with the piercings, especially since you can’t have a retainer.
Can partners still express themselves?
Some may think this is a short yes-or-no question. However, the answer depends on the person. Most partners are frustrated because the new dress code limits their ability to wear colorful outfits (within reason), taking away a key means of expression. While it is annoying, they can still find ways to show off their style within the code, whether through a cute black dress or an adorable sweater.
The one downside is that partners have to buy new clothes to fit the dress code. According to Starbucks, partners will be provided with two free black Coffeegear shirts. Unfortunately, these shirts also require approval under the dress code. Baristas who have purchased Coffeegear shirts and sweatshirts may no longer be able to wear those items. The only way they can wear it is if it is dress code-approved, but most of the old merch doesn’t make the cut. No surprise, partners aren’t happy—feels like all that Starbucks gear they bought was a waste of money.
Does this go against what Starbucks preaches?
Starbucks has built a reputation for inclusivity, allowing partners to express themselves freely through their attire and personal presentation. There’s a joke that if the barista making the coffee doesn’t have blue hair and piercings, then the coffee won’t be good. With the new dress code, baristas can have only one facial piercing and must avoid temporary or spray-on hair dye. Of course, while that doesn’t determine the quality of your coffee, it’s not exactly inclusive for individuals who have a lot of piercings and like dyeing their hair.
Additionally, Starbucks had gained a reputation for its relaxed dress code, which let baristas showcase their individuality through their outfits. Whether they leaned toward the Gothic side with cute black dresses and lace, or on the more colorful side with bright shirts and vests, partners always dressed to impress. While it is easy to dress the new code up, it entails spending more money on clothes for work, which is not ideal.
The dress code, along with the new cup writing policy, is making baristas feel as though the cups have more expression than they do, which is kind of true. Though I know that uniforms and dress codes are standard, I enjoyed walking into a Starbucks and seeing everyone’s individual style. That is no longer the case. However, given all of the backlash from partners and customers alike, I wouldn’t be surprised if corporate reverts to the old dress code.
Comparing it to the old dress code
While dress codes are not a new revelation to the workforce, a change in dress codes can be met with mixed reactions. The extent of the changes, along with their adherence (or lack thereof) to previous company values, can put a company’s reputation in question.
Starbucks’ old dress code was quite lax. Shirts could have any color or pattern, with the sole limitation being no graphics. Pants could be denim jeans, khaki pants, or cargo pants. In my opinion, compared to the old dress code, the pants section is largely unchanged. The tops, however, differ drastically in terms of coloration.
Surprisingly, the old code has nearly the same jewelry restrictions as the new one: one facial piercing but you could wear clear retainers. So, after looking at both dress codes, we can see that the new one is perceptibly stricter. Now let’s compare the new dress code to similar companies.
What is everyone else wearing?
Starting simple, let’s look at Niccol’s old company, Chipotle. Chipotle uniforms include a Chipotle shirt, which you receive upon hire. Employees must also wear denim jeans with no holes, as well as closed-toe non-slip shoes (usually black). Employees must have their hair up with a hat, and only stud earrings are allowed. So far, it seems pretty similar to the new Starbucks dress code, which makes sense considering the new CEO’s previous position with Chipotle.
Next is Starbucks’ arch nemesis, Dunkin’ Donuts. Their uniform typically consists of a Dunkin t-shirt and any shade of blue/black jeans. The uniform is completed by closed-toe, non-slip black shoes. Hats are provided as well, and long hair must be pulled up. Piercings are permitted; however, they must be small in size.
These are just two examples, though oftentimes fast food/cafe-type restaurants have a dress code. It is understandable, given the old dress code, why partners are upset about the changes. However, compared to other companies, the new code isn’t particularly strict. There are questionable elements, but partners still have wiggle room to express themselves in their outfits.
Protesting partners
Certain Starbucks locations are unionized, meaning that the partners and the corporation have formed an agreement regarding wages and working conditions. These union members can advocate for themselves and negotiate with Starbucks when corporate does something they disagree with.
So, how does that factor in with the new dress code? Some unionized stores are protesting the dress code. Their reasoning is that the purchase of new shirts exacerbates the issues of low pay and cut hours. Not to mention, the union is upset that Starbucks has not made an effort to negotiate with them.
Partners and customers record and post most of the protests online to garner more attention…and it’s working. The videos go viral, and partners and customers who oppose the dress code fill the comments. But the real question is whether their message is reaching corporate.
Does the company mean it?
To build on the company’s purported “inclusivity,” do they mean it, or is it another way to draw customers? From a business standpoint, appealing to the public is a great way to drum up more business. However, if the company doesn’t follow through, issues arise.
One great example is the manager conference taking place in LA. The conference was billed as a “work event” for managers to learn about upcoming policies and plans. However, multiple TikTok videos have revealed it to be more fun than initially stated. Managers are enjoying concerts by Bruno Mars and meeting Keke Palmer. While it may not seem like a big deal, partners are not happy.
They think that it is unfair for the company to preach “putting partners first” and then hold an exclusive event for managers. Meanwhile, baristas are struggling with understaffed shifts. The company fails to match words and actions.
What does this have to do with inclusivity? The company supposedly values diversity and inclusion; yet it enforces a dress code that does the opposite. If Starbucks wants to be “inclusive,” letting partners wear what they want would be a good start.
The other side of the argument
Now let’s look at the other side of the argument: the people (partners and customers) claiming that this dress code is not as big of a deal as people are making it out to be. They note how most jobs have a dress code that is stricter than Starbucks’ new dress code. It’s also important to remember that the company has changed owners, so things are bound to look different.
Plus, partners retain a degree of creative freedom. The black shirts do bring out the green apron, which was Niccol’s intent. And if you’re like me, and a black top and jeans is a staple outfit, then you’ll thrive with the dress code. Of course, there are still ways to come up with cute outfits. You can layer (as long as it’s all black), wear a cute black dress, or go for the simple shirt and jeans combo.
Agree to disagree
Of course, there are pros and cons to the new dress code, as there are with everything. It’s not fair that partners can’t wear their old Coffeegear merch or have fun with their work outfits. However, it does make the company appear uniform and “neat.”
Some assert that the new dress code limits partners’ creative expression and clashes with Starbucks’ inclusivity. Others disagree, countering that it is just a uniform. However, no matter your stance, think of your barista. Next time you walk into a Starbucks, compliment their outfit. You might make their day a whole lot better.
