Starbucks' new CEO Brian Niccol has introduced a revised dress code requiring baristas in North America to wear black shirts under their aprons to enhance brand uniformity. This change is part of a broader turnaround strategy, which also includes significantly cutting the menu by a third to improve service speed and efficiency. Niccol's plan aims to empower baristas, enhance morning service, and restore Starbucks as a community hub. Despite recent challenges, including a drop in comparable store sales, these measures seek to reposition the brand for future growth and customer engagement.
Starbucks' new CEO Brian Niccol has implemented a new dress code for baristas, requiring them to wear black shirts under their aprons, in a bid to unify brand identity.
Niccol aims to revitalize the company by slashing the menu by a third to streamline operations, facilitating faster service with a focus on popular items.
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