Starbucks CEO Demands Black Shirts, Customers Get Condiments and Existential Crisis
KEY POINTS
- â˘Brian Niccol became Starbucks CEO in September 2024 and launched the 'Back to Starbucks' revitalization effort.
- â˘He reinstated condiment bars, introduced friendly cup notes, adjusted menu pricing, and streamlined mobile orders through 2025.
- â˘Niccol also enforced a black-shirt dress code for baristas in May 2025, prompting union protests and store closures.
Brian Niccol, Starbucks' CEO since September 2024 and former fast-food revivalist (Chipotle, Taco Bell), launched the ambitious 'Back to Starbucks' campaign to reboot the coffee colossus. Highlights include reintroducing the self-serve condiment bar in October 2024 for that perfect milk and sugar overdose, and a policy forcing baristas to scribble friendly notes on cupsâbecause nothing says 'welcome back' like a Sharpie. By May 2025, baristas were mandated to wear black tops and khaki pants, inspiring a union walkout that probably brewed more buzz than pumpkin spice. Meanwhile, stores saw hundreds close, a menu slashed by 30%, an app redesigned to stop ordering chaos, and free in-store refillsâbut donât even think of restroom visits without buying, because humanity. As the year ends, Starbucks hoists its faded green banner high, hoping protein drinks and chats over ceramic mugs save the day.
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Starbucks CEOâs idea of revival: black shirt dress codes, sanitizing barista notes, and flawless condiment self-service. Itâs 'cozy oppression' with a frothy top.
Nothing screams customer care like making baristas dress like noir villains while demanding friendly cup notes nobody reads.
Starbucks innovation now includes a dress code rebellion, an exclusive bathroom club, and pricey protein potions to save your caffeine soul.
Source: Businessinsider | Published: 12/26/2025 | Author: Katherine Tangalakis-Lippert
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