Starbucks has recently introduced a new dress code policy, purportedly to provide customers with a “more uniform coffeehouse experience.” Inspiring a More Inclusive Color Palette At the beginning of February, we instituted new color guidelines that prioritize simplified, inclusive color choices. This adjustment puts our signature green apron in the spotlight! These major shake-ups have created a contentious atmosphere that has led to massive push-back from baristas, specifically Gen Z workers. They claim that the new policy hampers their free speech rights.
The ubiquitous coffee retailer first launched down under in 2000 and quickly grew to almost 90 stores by 2008. The brand did not fare well during those years. Ultimately, this led them to shamefully close more than 70% of their stores in Australia due to a lack of sales. Even with these controversies in its wake, Starbucks is still changing the game worldwide, making moves such as connecting customers to build relationships through personalization. Just earlier this year, the company promoted baristas writing messages to customers on their cups, like names or happy birthday wishes.
Local baristas have expressed their disappointment with the sudden and unexpected change to the dress code, arguing it undermines their capacity to be unique and individual. Even the hipster barista with the bandana and party hat couldn’t help but look puzzled. She responded, “I don’t see how this dress code promotes us to express ourselves in a positive manner. In short, critics say, enforcing a rigid dress code ignores that making customers feel comfortable often means honoring their own personal style, too.
Starbucks saw the writing on the wall with customer outrage. They justified the changes to make the staff’s uniform appearance more recognizable to customers. A spokesperson said the dress code is changing in all stores, beginning May 12. Their goal is to eliminate color complexity so that our iconic green apron will be front and center. Starbucks Workers United has already raised alarm over the new directive. They’re concerned it will require employees to incur additional costs by purchasing new wardrobe items to fulfill color scheme needs.
“It will likely result in out-of-pocket costs of buying new pants to match the colour scheme.” – Starbucks Workers United
In addition to the alarming changes to the dress code, baristas have highlighted even darker issues. They are suffering from understaffing, low wages, and high turnover. Starbucks Workers United reiterated that the company needs to commit to addressing these issues. They think that’s better than using up resources enforcing policing policies that curb individual expression. This is the classic case of solving the wrong problem to fix another unrelated problem. Starbucks should be focused on eliminating hours, properly staffing stores, and lowering turnover, they said.
Public opinion is divided on the matter. In fact, many consumers approve of a standardized attire, viewing it as a way to guarantee a certain high standard of service. It changes their outlook. One person commented, “Dress code = bad service. If I’m happy, guess what, my coffee is gonna be better. Conversely, opponents worried that such laws would curtail self-expression for workers.
“I don’t want to buy coffee from people that can’t dress to express.” – A viewer
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