Cult chain Starbucks sparks fury among Gen Z with new change

Iconic coffee chain Starbucks has sparked uproar among Gen Z employees after introducing a major change to its uniform.

Cult US coffee chain Starbucks has sparked uproar among Gen Z workers after drastically changing their uniform.

In a video posted to X, Starbucks union workers in Seattle can be seen marching on management in response to the new dress code.

The clip was captioned, “Starbucks workers across the country are facing understaffing, inaccessible benefits, discrimination, and low wages.

“Instead of fixing these issues, Starbucks decided to introduce an unpopular, more conservative dress code.”

A barista wearing a bandana and a party hat can be seen addressing management, saying, “I don’t understand how [the dress code] is in good faith of letting us express ourselves.”

Another worker then says, “We’re just expected to lay down and accept it,” as union members clap and cheer.

Early last month, Starbucks confirmed they were updating their dress code for a “more consistent coffeehouse experience.”

Union members in party hats ambushed management. Picture: X

Fellow workers could be seen clapping and cheering. Picture: X

In a statement released by the chain they said, “Starting May 12, we’re evolving our dress code in all stores to focus on simplified colour options that allow our iconic green apron to shine and create a sense of familiarity for our customers.

“The more defined colour palette includes any solid black short and long-sleeved crew neck, collared, or button-up shirts and any shade of khaki, black or blue denim bottoms.”

They also revealed that all partners would be receiving two new company branded T-shirts, free of charge.

The group regularly strikes for their rights. Picture: Starbucks Workers United

The clip, which has been shared across social media countless times, left viewers divided.

“Flare inspires workers … it’s science,” said one viewer.

“Dress code equals great service. If barista is happy, my coffee will likely taste better,” agreed another.

“I don't want to buy coffee from people that can’t dress to express,” said a third.

Others were quick to slam the clip as “entitled” and “snowflake behaviour.”

“No one is paying these people to “express themselves,” said one.

“Get back to basics and serve the customers,” said another person.

Starbucks Workers United, is a labour group that has unionised workers at 570 of Starbucks’ 10,000 company-owned US stores.

The labour group has unionised workers at 570 of Starbucks’ 10,000 company-owned US stores. Picture: Starbucks Workers United

In a post on their official Instagram, union organisers outlined why the changing dress code is unpopular among workers.

“It’s regressive. They already tried to get rid of pride flags in 2022. This is a freedom being taken away,” it said.

“It will likely result in out-of-pocket costs of buying new pants to match the colour scheme.”

“Queer people have a hard enough time styling clothing to their needs as is.”

“This is a problem trying to a fix an unrelated problem. [Starbucks] should be focusing on hour cuts, understaffing and turnover,” it followed.

The American chain first entered the Australian market in 2000 and expanded to nearly 90 locations by 2008, before closing more than 70 per cent of its stores that year due to poor sales.

The dress code uproar is just the latest in a seemingly controversial year for Starbucks.

Just earlier this year, the chain introduced a new initiative aimed at “fostering customer connection.”

The new policy requires store employees to write personalised notes on customers’ cups. The directive, which went into effect in February, encourages workers to add a note such as customer’s name, a drawing, a simple affirmation, or a well wish.

“We don’t have time for this,” declared unhappy workers.

Originally published as Cult chain Starbucks sparks fury among Gen Z with new change