Starbucks Changes – A Barista’s Perspective

When you’ve been working behind the bar at Starbucks for a while, you begin to notice how every new policy, big or small, changes the rhythm of the store. Lately, the company’s recent policy changes have been the main topic of discussion among those steaming milk and pulling espresso shots.

While some of us are hopeful these changes will improve the efficiency of our shifts, others are concerned that they may complicate our already packed routines. As a barista who’s seen these new changes, I can’t help but look at these “new initiatives” with curiosity and caution.

For the sixth straight quarter, Starbucks has reported a decline in same store sales. In the most recent fiscal report, the company saw U.S. comparable-store sales fall by nearly 2% with global sales also dipping. The decline has sparked concerns about how to restore consistency and loyalty as it represents a change in customer behavior: fewer visits and smaller orders. In response, Starbucks’ new chairman and CEO, Brian Niccol, who officially took over in September 2024, launched several major “Back to Starbucks” policy changes that began in January 2025.

Among the biggest changes is the reversal of their “open-door policy.” For years, anyone could sit inside or use the café’s restrooms without making a purchase. Now, only paying customers are allowed to use store spaces, a decision the company says is meant to “prioritize customer and partner safety.”

To many of us, this feels like a step backwards. Turning people away sometimes creates an uncomfortable interaction between workers and customers, which can lead to altercations. This goes against the welcoming environment Starbucks is known for. 

Another major initiative is what they call “Simplifying our Menu.” The goal is to speed up production, cut down on ingredient waste, and reduce the complexity of drink builds. Many baristas were excited for this change. However, it seems like they took advantage of reducing the menu to make way for the new, handmade drinks, such as the “Strato Frappuccino” (frappuchinos with cold foam) or the new protein drinks, which ultimately slows down production.

At the time of writing, workers have not received proper hands-on training for these new protein drink variations. Learning how to make house-made “unsweet cream” and protein milk has mostly happened on the spot rather than through formal training sessions prior to the launch. Many partners are forced to learn by trial and error while working real shifts, often resulting in handing out drinks that were made incorrectly.

Starbucks also started requiring baristas to write something on each cup, like a message or smiley face. The idea is to add a personal touch and make the customer experience feel warmer. However, it frequently feels ingenuine and performative.

During a morning rush, when we’re juggling multiple drinks and trying to keep the line moving, pausing to come up with a message or doodle can feel more of a chore than a meaningful gesture.

Many customers barely even notice, which makes the whole process feel like a box to check rather than a genuine attempt to connect.

There’s also the new dress code, which gives us stricter guidelines around personal expression, such as for tattoos and piercings, in an effort to maintain a “cleaner, more professional image.” For a brand that prides itself on individuality and inclusivity, the move felt almost out of tune.

In September 2025, it was announced that several stores across the country have been abruptly shut down for what Starbucks describes as a “company rebuild.” Only a few days’ notices were given to some employees, before being relocated or losing their positions altogether. Theres closures came as part of a larger reorganization plan worth $1 billion, which also included the cutting of 900 corporate roles. While Starbucks says the goal is to rebuild and reinvest, it feels more like instability disguised as innovation.

The overall result? Growing backlash from both customers and partners. While regulars are calling out the brand for ditching its community values, many partners are speaking up about burnout, unclear communication, and fear over future job security.

Alongside falling sales, many partners have noticed a drastic drop in weekly tips over the past year, adding another layer of financial strain to already challenging shifts.

At the end of the day, those of us working behind the counter continue to show up and trying our best to provide the same smiles and up to standard drinks customers expect. But the energy has shifted. Starbucks was once a place that balanced business goals with a sense of belonging.

Now, it feels like the scales are tipping towards profit and control. We all understand that changed is necessary when sales are down, but without valuing the employees and customers who bring the brand to life, even the most “efficient” changes can’t mask the unrest brewing underneath.