When Starbucks announced this spring that it would be rolling out a new dress code in May, it touted it as a way to “create a sense of familiarity.” For workers, the change has been inconvenient and costly enough to lead to lawsuits.
This week, the Associated Press reported that suits over the new dress code were filed in both Illinois and Colorado by workers backed by the Starbucks union. It also said a complaint was filed with the California Labor and Workforce Development Agency.
Last year, Audacy reported on CEO Brian Niccol’s “Back to Starbucks” plan as the company’s new CEO to try to turn things around for the well-known coffee chain.
“Our stores have always been more than a place to get a drink,” Niccol said last September. “They’ve been a gathering space, a community center where conversations are sparked, friendships form, and everyone is greeted by a welcoming barista. A visit to Starbucks is about connection and joy, and of course great coffee.”
Despite the “Back to Starbucks” efforts, global sales have been declining. Per a third quarter earnings report, Niccol believes the strategy is resulting in “tangible progress.” He also said the company plans to “unleash a wave of innovation” next year.
“We’re evolving our dress code in all stores to focus on simplified color options that allow our iconic green apron to shine and create a sense of familiarity for our customers, no matter which store they visit across North America,” said Starbucks in April. “The more defined color palette includes any solid black short and long-sleeved crewneck, collared, or button-up shirts and any shade of khaki, black, or blue denim bottoms. We’re also making a new line of company branded t-shirts available to partners, who will receive two at no cost – including partner network options.”
However, Brooke Allen, a full-time student and Starbucks worker in Davis, Calif., said that she’s had to spend more than $150 on new shoes and clothes since the dress code kicked in.
“I think it’s extremely tone deaf on the company’s part to expect their employees to completely redesign their wardrobe without any compensation,” Allen said in a commented highlighted on the Starbucks union’s X account. “A lot of us are already living paycheck to paycheck.”
In addition to the new requirements noted in April, Starbucks’ dress code now prohibits: wearing aprons on break periods; putting stickers on name tags; feathers and glitter; hoods; bandanas; raw-hemmed tops; clothing with holes; gym or workout apparel; clothing with patterns; visible undergarments; exposed toes; elevated heels; hair color spray, glitter or chalk; false eyelashes or eyelashes with glitter/gems; theatrical makeup; facial gauge piercings; tongue rings; subdermal implants; arm or hand jewelry, choker necklaces and more.
“It looks sad now that everyone is wearing black,” said Allen.
Earlier this month the Starbucks Workers United Union revealed results of a survey including 737 Starbucks employees. It said 93% indicated that the company’s “Back to Starbucks” policy changes, taken together, either had no impact or worsened the customer experience and 88% reported that understaffing at their stores had resulted in an unsustainable work pace or unsafe working conditions.
Amid the changes, the company also also announced 2% raises for all non-hourly employees in North America last month. These raises used to be up to manager discretion.
According to the Associated Press, “Starbucks didn’t comment directly on [the lawsuits] Wednesday, but the company said it simplified its dress code to deliver a more consistent experience to customers and give its employees clearer guidance.”
“This is incredible news!” said the Starbucks Workers United Willow & Pfingsten X account in a Friday comment on the lawsuits. That comment also said the dress code was “getting heavy” for the workers.
This week, more than 45 major organizations also sent a letter to Niccol urging the company to finalize fair union contracts.