North American Café - Business Outrank

The coffee chain Starbucks implements stricter dress code regulations for baristas to achieve store refreshment and improve customer store appeal in North America. The new dress code policy requires baristas to wear solid black tops starting from May 12. The company will give baristas two free branded shirts which they can match with black pants or khaki pants or blue denim pants. The company no longer permits gray and brown bottom choices that were previously permitted. The new dress code represents one aspect of CEO Brian Niccol’s initiative to bring back the welcoming coffeehouse environment that defined Starbucks in the past. The new uniform standard exists to showcase the green apron while creating a unified brand presence throughout all locations. The new dress code regulations have received negative reactions from the public. The unionized stores under Starbucks Workers United demand that the company should direct its efforts toward labor negotiations instead of enforcing new appearance standards. The new rules fail to improve operational efficiency according to barista and union delegate Jasmine Leli who demands CEO Niccol to participate directly in bargaining negotiations. The dress code change faces opposition but Starbucks maintains that it will improve brand visibility and customer satisfaction in its 10,000 corporate-run cafes across the United States.

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