Starbucks is undergoing significant changes under the leadership of CEO Brian Niccol, focusing on enhancing customer experience and improving employee satisfaction. Among these initiatives is a new dress code for North American employees, effective May 12. Workers will wear solid black shirts with khaki, black, or blue denim bottoms. Additionally, Starbucks aims to simplify its menu by cutting 30% of items, reintroduce personal touches like handwritten cup messages, and revise pricing strategies. These efforts align with Niccol's "Back to Starbucks" strategy, which seeks to return the brand to its coffeehouse roots while addressing challenges such as declining traffic and unionization pressures.

Beginning next month, Starbucks employees in North America will adopt a refreshed uniform policy designed to create a cohesive appearance across stores. This move includes wearing plain black tops paired with khaki, black, or denim pants, offering flexibility while maintaining professionalism. Employees will also receive two complimentary branded T-shirts from the company. According to management, this shift not only fosters a sense of unity among staff but also enhances consistency in the customer experience. The decision comes amidst broader organizational reforms led by Niccol since he assumed his role last September.

Under Niccol’s guidance, Starbucks has embarked on a mission to streamline operations and prioritize core offerings. One notable change involves eliminating approximately 1,100 support roles earlier this year, allowing for more agile team structures. Furthermore, the company plans to reduce its extensive menu by nearly one-third, phasing out less popular items to encourage creativity and decrease service delays. Such adjustments reflect an effort to restore focus to Starbucks' foundational identity as a welcoming coffeehouse environment.

To strengthen connections with customers, Starbucks recently revived certain pre-pandemic traditions, including personalized cup notes written in Sharpie markers, reusable mugs, and accessible condiment bars. Simultaneously, the corporation revised its restroom policies to limit access primarily to paying patrons, discouraging extended non-paying visits within cafes. Pricing modifications have also been introduced, featuring free refills for brewed beverages consumed on-site and discontinuing charges for alternative milks.

Niccol emphasized transparency regarding costs within the mobile application during a recent interview with FOX Business. By enhancing clarity around app-based transactions, Starbucks hopes to build greater trust with digital users. Moreover, steps are being taken to enhance workplace satisfaction through expanded parental leave benefits—set to increase twofold this spring—and potentially tripling previous allowances for select personnel.

Through these multifaceted transformations, Starbucks endeavors to reestablish itself as both a cherished destination for coffee enthusiasts and a supportive employer committed to its workforce's well-being. With renewed emphasis on tradition, efficiency, and inclusivity, the brand anticipates revitalizing its appeal and fostering long-term growth opportunities.