It’s yet another change in CEO Brian Niccol’s turnaround plan.
Transcript:
Starbucks is making changes — and it’s not to the menu. The coffee chain announced that its baristas will now have a new dress code. Beginning May 12, all employees at North American stores will be required to wear a black shirt under their green apron. Baristas were previously allowed to wear whatever they wanted underneath.
According to Starbucks, the move will “allow our iconic green apron to shine and create a sense of familiarity for our customers.”
Baristas will also be required to wear either khaki, black, or blue denim pants — shifting from navy, gray, or brown.
This is just one of several changes Starbucks has implemented in order to draw customers back into stores. High prices, long wait times, and employee backlash have all factored into a decline in sales for 4 straight quarters. Earlier this year, the company announced it will cut roughly 30% of its menu and eliminate 1,000 corporate positions.
Starbucks will release its next earnings report on April 28.
That’ll do it for your daily briefing. From New York City, I’m Loren Torres with TheStreet.
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