What’s so important about upgrading Starbuck’s barista uniforms that it rates a frontline news release of its own in the ongoing odyssey that is the premium coffee brand’s arduous renaissance? And, come to think about it, why is the ‘renaissance’ taking so long?
Starbuck’s is subtly updating its barista uniforms policy…
Look hard – then tell me what’s new about the updated’ barista uniforms, pictured above… They say Starbuck’s new CEO Brian Niccol does nothing without a good reason. But is the uniform revamp really worth the effort?
‘More uniform’
The outgoing uniform policy allows employees to wear any color of shirt they wish, with black pants. No so complicated. But Niccol wants to tone that down even further to limit tops to black only. Pants colours will be shifted into neutral: choose from khaki, black or blue denim. The point, it seems, is to standardize the ‘look’ of any part of of the ensemble that shows above the countertop.
The company explained, in a statement, the dress code changes will help it, “deliver a more consis-tent coffeehouse experience that will also bring simpler and clearer guidance to our partners, which means they can focus on what matters most, crafting great beverages and fostering connections with customers.”
Baristas say…
They like the new policy – for the most part. But others, working to unionize the premium coffee purveyor, say it’s a waste of time and effort that the company should be investing in collective bargaining.
“Starbucks’ top priority should be finalizing fair contracts with union baristas so we have the staffing, guaranteed hours, and support we need to do our jobs,” said Jasmine Leli, a barista and an union bargaining delegate. “Workers United has written to Starbucks demanding no dress code change be implemented at union-represented stores until bargaining concludes.”
Customers say…
Customer comments on Niccol’s changes have, on the whole, been positive, the company says.
But there have been a few faux pas along the way. For instance, the recent announcement that a longstanding policy to let anyone who needs to use the shops’ washrooms, without requiring some kind of purchase or membership to qualify them as ‘legitimate customers’.
And there was that early standoff over seating accommodations. Specifically, would the iconic green arm chairs, which originally defined Starbuck’s as a ‘community hangout’, be staying or going?
Effort lagging?
Some parties involved in the Starbuck’s revamp complain that Niccol’s efforts have been lagging lately. Which is not to say his plans to change the restaurant floor plan, streamline the menu and restore the original ‘community coffeehouse’ atmosphere haven’t covered a lot of ground.
I don’t recall Niccol having committed to any specific, firm deadline by which time he would complete his transformative works…
My take
I wonder how Niccol feels his original deal, giving him carte blanche over decisions on revamping Starbuck’s image, menu and overall business model, possibly being subject to ‘confirmation’ as part of labour negotiations?
~ Maggie J.