| Marketing your restaurant is something where you | | | | suspenders and you have a host or hostess at TGI |
| tend to turn your sites to the external. You think of | | | | Friday's. Happy day, it's party time! Time to unwind |
| signs, billboards, and radio and TV advertisements. But | | | | after work, relax, order a hearty, simple meal, and |
| you might want to look inside as well; your restaurant | | | | have a few laughs with your friends. You knew it as |
| staff could be attired in such a way that it builds up | | | | soon as you saw the outfit - of course you do! You're |
| brand identity. In addition to increasing productivity, | | | | a regular, you come here all the time, right? |
| uniforms will boost your brand awareness. | | | | Likewise, an ethnic theme is a popular source of |
| Take an example: the Starbucks barista. As soon as I | | | | inspiration for restaurant staff uniforms. Whether |
| said that (assuming you're familiar with Starbucks), an | | | | Mexican, Chinese, Italian, Cajun, Samoan - any country |
| image probably flashed through your mind of | | | | you can name, the ethnic specialty of your restaurant |
| forest-green on kelly-green with white trim and the | | | | can be creatively expressed by your staff's attire. For |
| mermaid logo. That's what the baristas wear at | | | | other kinds of theming, a creative and smart look can |
| Starbucks: smart, green-and-white uniforms with an | | | | add to your restaurant's atmosphere of an exotic |
| energetic design. You could take the barista outside | | | | tropical outpost, a Greek amphitheater, or a suave and |
| and recognize her anywhere. As soon as you see this | | | | sultry beach-side resort. |
| uniform, you think of Starbucks. While you're in | | | | Attractive and tasteful uniforms also help your staff's |
| Starbucks, your eyes automatically zoom to the | | | | morale. It makes sense that if you would have to wear |
| barista when you're ready for another order. | | | | the same outfit every day at work, you'd at least want |
| Starbucks just wouldn't be Starbucks without that | | | | it to look good. No matter what the situation, being |
| uniform. | | | | well-dressed imparts a sense of confidence, because |
| There are now more than 1.2 million restaurant | | | | people tend to treat you with more respect when you |
| locations in the United States, which tells you that | | | | look like a million smiles. The branding becomes |
| restaurant competition is tighter than ever before. | | | | complete with the addition of a corporate logo, or |
| What your staff wears adds a lot to the experience. | | | | other trim or accessories which echo the style and |
| A well thought out uniform will enhance the brand | | | | theme of your establishment. At that point, the link is |
| identity of your business, because your staff is the | | | | made in your customer's mind between your |
| personal face of your company. As they represent | | | | restaurant and the staff's service. |
| you and your establishment, they should radiate | | | | Of course, you will not want to dress each staff |
| competence and confidence to your customers, no | | | | member identically - it doesn't make sense to dress |
| matter if the kind of atmosphere you have is casual or | | | | the chef exactly like the waitress. So you'd want to |
| formal. | | | | design a general theme, color scheme, and branding, |
| Even in a casual sidewalk short-order grill, people want | | | | then modify it so it's adaptable to the different needs |
| to see some uniformity. Perhaps because it promotes | | | | of your different staff members. This is where your |
| professionalism and it shows you care. For some | | | | creativity comes into play; keep the design that you |
| sub-conscious reason, uniforms put your customers at | | | | select standard enough to be easily branded and |
| ease. They identify the person in charge, and the good | | | | recognized, while also being flexible enough to |
| thing about somebody else being in charge is that it's | | | | accommodate different staff duties. Don't forget to |
| not you. The pressure's off; you're in good hands! Just | | | | include a variation for seasonal change, if it applies in |
| place your order, and the helpful, friendly staff person | | | | your area. |
| will take it from there. | | | | Here's a great idea to firmly anchor your restaurant |
| Restaurant uniforms also help to keep the atmosphere | | | | uniform scheme in your customer's mind: at your |
| of your establishment consistent. We have the tuxedo | | | | restaurant's Grand Opening, get the whole staff |
| uniform, or waiter jacket and gloves combination, which | | | | dressed up in their fresh uniforms and have them pose |
| can create an exclusive, "special occasion" | | | | in front of your establishment for a group photo. Then |
| atmosphere that makes the customer feel important | | | | frame this photo and hang it on the wall somewhere |
| and fancy. People have a psychological urge to spend | | | | where your patrons will see it on their way out. The |
| big and tip big when in the presence of formal-dress | | | | image will stay with the patron, and it's kind of like the |
| staff. | | | | whole staff thanked them for coming and told them to |
| But then, the casual restaurant also keeps its own | | | | come back soon! It will help tie in the entire scheme |
| brand identity when they have a heavily-themed or fun | | | | together with the experience of being your happy, |
| atmosphere. Think broad red-and-white stripes on a | | | | soon-to-return guest. |
| collared polo shirt, a snappy little black bow tie, and | | | | |