There are Good Reasons for a Uniform strategy

David Hobson

Comforting and friendly as our memories of the school and college cafeterias many of us remember from our past may be, the "lunch lady" look that is part of them (at least for those of us in middle age) is rapidly becoming a thing of the past. Today, those institutional uniforms and hairnets of the past are rapidly being replaced by a wide variety of looks that complement the missions, culinary styles and settings of contemporary, more retail-oriented foodservice operations.

Dining service and directors should remember that uniforms convey a critical image to guests, customers, other departments and the general public. A worker's look is a key component of an organization's ability to forge a bond with its customer base and cultivate a strong brand identity in the customer's mind that equates good food, good service and a comfortable setting with your operations.

This task can be easier said than done in settings in which the customers—whether they are school children, college students or hospital patients—often have not chosen to eat meals at your café in quite the same way that restaurant customers choose to dine at a restaurant. Even in corporate foodservice setting, it's a safe bet that many lunchtime diners might choose to be somewhere else on any given day.

Contemporary foodservice menus that accommodate diners' preferences have helped bring the industry a long way in terms of dealing with such issues. But there is more to managing perceptions that just the menu and the food presentation, and that is where employee uniforms with a more contemporary look can play a role.

For example, school cafeteria workers wearing outfits that incorporate school colors helps create an upbeat environment for rushed and often stressed students. Room-servicestyle food delivered by hospital foodservice staff wearing tuxedo-like uniforms can provide a morale boost by making a patient feel pampered, even if broth, gelatin and tea are the only doctor-approved items on the menu for the evening. Corporate foodservice chefs sporting chef pants with business-like pinstripes or chili pepper designs may bring a smile to the face of a harried office worker.

In addition, the image presented by workers in a foodservice organization is important for goals that go beyond cultivating a brand image among customers. It can help your organization meet the ever-present challenge of recruiting and retaining quality workers and ensuring good customer relations. In an industry in which workers do not have the incentive of possible tips, an attractive, fun, elegant or stylish uniform can go a long way toward keeping employees in a positive frame of mind—and focused on providing good customer service.

Marketing and Uniform design
While today's wide array of available uniform styles offer many options to foodservice managers, it can be a challenge to make certain that a new uniform design truly will be an effective marketing and branding tool for your organization. A uniform rental company consultant can often help you assess the impact of a proposed new look for your workers.

These companies provide assistance to customers that goes beyond simply providing new uniforms, picking up the soiled ones, and providing laundry and re-delivery services. They can also provide advice on style and fabric selection and make suggestions about colors and uniform combinations that convey the desired business image. Because they work with a wide range of customers on such issues, they can give you a breadth of experience not available elsewhere.

The Uniform and Textile Service Association (UTSA) is an international trade organization representing these firms. The organization also is a good source of information about uniform design and usage in foodservice. For example, here are some of its recommendations:

Design on the basis of safety and functionality concerns first. Textile service providers have up-to-date knowledge of the latest textile R&D and how different fabrics will perform under various conditions. (For more on today's high-performance fabrics, see the sidebar on this page).

If you use a professionally-designed logo on uniforms, make certain that all logo colors and background colors are consistent with the same colors used in other materials, such as menus, signage, etc. This consistency will help your organization appear organized and professional.

Think carefully about how colors schemes in a servery design or renovation will contrast with those in uniform. For example, colors like orange and lime green are trendy and can help convey a festive image; however, they also can look terrible if used to excess or in environments where they will clash.

Top off your uniform ensemble with caps, aprons and other elements that reflect the uniform color scheme and incorporate logos or other graphic elements. If possible, include a visual point of visual distinction that customers will easily remember.

Remember that proper fit and state of repair also affect the appearance of uniforms. If you choose to rent your company's uniforms instead of purchasing them, uniform rental professionals expertly measure and fit each of your employees. Professional garment replacement and mending, staples of a rental agreement, help ensure that uniforms are maintained in an appropriate manner.

When your company's uniforms provide comfort and convenience for employees, and also work effectively to sell your business and lay the groundwork for good customer relations, you are getting the greatest possible benefit from your investment in them.

David Hobson is president and CEO of the Uniform Textile and Service Association. He can be contacted at [email protected]. For more information on UTSA, visit www.uniforminfo.com