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 also known for its inclusivity and its laid-back dress code. This encourages baristas to express themselves through their outfits. However, a new dress code has sparked some questions. Is Starbucks limiting creative expression? Is this 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. This initiative also includes a new dress code for employees, AKA partners. This dress code highlights the green apron and provides customers with 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 having creative freedom, they’re now stuck with plain clothes, which feels like a big shift from Starbucks’ usual vibe. On the other side of the argument, people are saying that the new dress code is not a huge deal, considering most jobs have dress codes that are oftentimes stricter than Starbucks’s.
What even is the new dress code?
As mentioned above, the new dress code consists of a solid black top, paired with 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 also cannot be any colors other than 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 big way they express their personality. While it is annoying, they can still find ways to show off their style within what’s allowed.
While one may think that wearing a plain black top is not expressive at all, there are many ways a barista can still express their personality through their clothing. As long as it follows the proper dress code, baristas can still have fun with their outfits. Whether it’s with a cute black dress or an adorable sweater, there are still options available for partners.
The one downside to this is that, unfortunately, 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 says if the barista making the coffee doesn’t have blue hair and piercings, then the coffee won’t be good. With this 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 those who have a lot of piercings and like dyeing their hair.
Additionally, Starbucks gained a reputation for its relaxed dress code, which let baristas showcase their individuality through their outfits. Whether they leaned towards 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. With the new dress code, baristas have fewer options for what they can wear. While it is still easy to dress it up, this means spending more money on clothes for work, which is not ideal for most partners.
This new 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. While I will say that uniforms and dress codes at jobs are standard, I enjoyed walking into a Starbucks and seeing everyone’s individual style. Unfortunately, that is no longer the case. However, given all the backlash from both partners and customers, 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 often be met with positive and negative reactions. However, the extent to which a dress code changes, along with its alignment with previous company values, often puts a company’s reputation in question.
Looking at Starbucks’ old dress code, many note how it was super lax. Shirts could be any color and with fun patterns, with just one limitation of no graphics. Pants could be any shade of 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. A part of the reason why partners are so upset is that some see the lack of color as confining.
Surprisingly, the old dress code has almost the same jewelry restrictions as the new one. One facial piercing, however, you could wear clear retainers. So, after looking at both dress codes, we can see that the new one is stricter. We can also conclude that a few things changed, with the tops being affected the most. 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 usually 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 also 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 usually consists of a Dunkin t-shirt, and any shade of blue/black jeans. The uniform is complete with closed-toe, non-slip black shoes. Hats are also provided, and long hair must be pulled up. Piercings are allowed; however, they must be small in size.
While these are two examples, oftentimes fast food/cafe-type restaurants have some kind of dress code. It is understandable, given the old dress code, why partners are upset about the changes. However, compared to other companies, Starbucks’ dress code doesn’t seem as strict to an outsider. There are still some questionable elements, but partners still have a little bit of wiggle room to express themselves when it comes to their outfits. Of course, they still have a right to be upset due to some of the changes made.
Protesting partners
Some Starbucks locations are unionized, meaning that the partners and the corporation have formed an agreement regarding matters such as 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? Well, some unionized stores are protesting the dress code. Their reasoning is that having to buy new shirts ignores the issue of low pay and cut hours. Not to mention, the union is upset because it believes Starbucks has not made an effort to negotiate with them. Thus, making the partners feel undermined and walked over.
Partners and customers record and post most of these protests online to garner more attention…and it’s working. These videos go viral, and partners and customers who oppose the dress code fill the comments. It’s great that the protesting partners are gaining attention. However, the real question is whether their message is reaching corporate. I guess we won’t know until we see some change.
Does the company mean it?
To build on the company’s “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, that can create some issues.
One great example is the manager conference taking place in LA. Supposedly, this conference is supposed to be a “work event,” where managers will learn about upcoming policies/plans for the company. However, multiple TikTok videos show that it seems to be more fun than initially stated. Managers are even enjoying concerts by Bruno Mars, as well as meeting Keke Palmer. While this may not seem like a big deal, partners are not happy.
Scrolling through TikTok comments, you can see that many partners think it is unfair for the company to preach “putting partners first” and then hold an event for managers only. Meanwhile, baristas are struggling with understaffed shifts, as well as low raises. This goes to show that the company can say one thing, but not back it up. If the company says it values its partners but then doesn’t provide a pay raise and instead holds an expensive event in Vegas, there’s going to be a problem.
What does this have to do with inclusivity? The company can say that it values diversity and inclusion; however, enforcing a dress code that does the opposite seems contradictory. If Starbucks wants to be “inclusive,” then allowing partners to wear what they want and be able to express themselves would be a good start.
The other side of the argument
Now let’s look at the other side of the argument. These people (partners and customers) are saying that this dress code is not as big of a deal as people make it out to be. Many note how it is normal for most jobs to have a dress code, and oftentimes those dress codes are often stricter than Starbucks’ new dress code. It’s also important to remember that the company has changed owners. So, he is obviously going to change things and do things differently.
I will also say, in terms of a dress code, this one isn’t terrible. Partners still have some creative freedom with their outfits. 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 this dress code. Of course, there are still so many 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 this 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 also makes the company look more uniform and “neat”. I guess there are multiple ways to look at this issue.
Some say the new dress code limits partners’ creative expression and clashes with Starbucks’ inclusivity. Others disagree, saying it is just a uniform, one that you can still use to express yourself. However, no matter your stance, consider your barista. So, next time you walk into a Starbucks, perhaps compliment your barista’s outfit. You might make their day a whole lot better.
