Employee image ties in closely with your brand image. Here’s
what to consider in your choice of uniforms for servers and
kitchen staff.
Does employee image play an important role in the food service
industry? Like a restaurant’s decor, menu design and entrees, how
staff look can significantly influence a customer’s dining
experience. It’s important for restaurant owners to pay close
attention to the uniforms worn by their service and kitchen staff.
Uniforms that are rumpled, poorly designed or inconsistent with the
establishment’s brand image sends a message to customers that
perhaps the food being prepared and served there might not be held
to the highest standards.
Once customers get a bad impression, it’s extremely difficult to
entice them back again.
Form and
Function
So what are the best ways to ensure your service staff conveys that
all-important favorable impression? Culinary apparel that
incorporates wrinkle-resistant factors are well-suited to the messy business of waiting on customers. As for
cooks in an open kitchen, white, double-breasted chef
coats are always a
good, classic option. For the best results, you should be very clear
on the image you want your staff to project; key factors for this
decision include the type of cuisine you serve, the restaurant’s
color scheme and implicit dress code for customers.
Other tips to keep in mind for the best front-of-house employee
image include:
- Color schemes that are consistent with the business’s brand
image
- Uniform style that matches the business’s formal (or informal)
approach to dining
- A modern approach to the fit of the uniform
In an open-kitchen environment, chefs must look clean and
professional. A traditional approach is outfitting them in a
traditional white ensemble, though sometimes a little flair (in
terms of chef hats and pants) offers a welcome change of pace that
can become a signature of your brand. Whatever look you choose must
be consistent with the establishment’s overall ambiance.
Above all, you want your employees to look good. “Making sure all
employees are wearing a uniform that is flattering and well-tailored
will make any fabric look luxe,” says Angela Tafoya of Refinery29.
“This is a great thing to keep in mind, especially if you are on a
budget.”
Honoring
Employee Input
Another good idea when selecting culinary apparel is seeking the
input of your employees. After all, they’re on the front line with
customers, so they might have some great insights into aspects of
their uniforms you wouldn’t have otherwise considered.
Having a say in what they wear can get service and kitchen staff
more enthusiastic about their jobs, particularly if their uniforms
are well-made and have a distinctive look. Not only does a
well-tailored uniform create a team feeling among your staff,
keeping uniforms up-to-date with the latest trends in culinary
fashion gives your customers the impression that your company is keeping pace with the latest trends on all fronts, lending greater credibility to your business.
Cost
Considerations
Business owners concerned about costs may opt for the least
expensive uniforms, but, considering the wear-and-tear of the food
service industry, that might not be the best solution. Choosing a
higher-quality product means there’s less need for constant uniform
replacements. Plus, many uniform
programs can modify
apparel with embroidery, collars, buttons and trims that can protect
and enhance your brand image.
Customers will size-up your business from a variety of perspectives.
They may or may not like the font used in your menus; they may enjoy
the restaurant’s intimate lighting scheme or think it’s too dark for
their dining experience. But you can better control one aspect of
the customer experience by selecting uniforms that evoke
cleanliness, professionalism and pride. In many cases, that may be
the determining factor in whether or not a first-time customer
chooses to return.