Dress to impress
Set the tone
It is important that all staff in your pub follow the same rules, so if you have a uniform then every member must stick to it. But there is no reason for multiple pub operators to stick to the same uniform across every site.
London-based operator ETM Group tailors the uniform for each of its venues according to the style and nature of the establishment.
At Chiswell Street Dining Rooms in central London, the waiting staff wear black suit-style trousers, a white long-sleeved tuxedo-style shirt and black leather shoes they provide themselves. The company provides a long apron and yellow tie to go with it, which complements the colour palette of the venue — green, yellow and brown. Barstaff also wear waistcoats and bistro-style aprons.
At the Cadogan Arms, South Kensington, staff wear smart black trousers with a branded polo shirt. However, that is the only site to use branded workwear.
Operations director Hannah Bass says: "We don't tend to put the brand on too much as there are other branded items on show, such as menu covers and PoS material. The uniform varies across the group depending on the style and nature of each venue. It is important that the uniform reflects the level of formality and service standards.
"In my experience, the most im-portant thing is that customers can easily identify you as staff members. It is also useful for staff as it promotes the thinking that they are at work."
ETM foots the bill for any part of
a uniform that is custom made or non-standard wardrobe wear. It also provides allowances for new staff to purchase the shirt, shoes, and trousers. Chefs are provided with hats, aprons and jackets. The outlay for Chiswell's uniforms has "been quite large" as the group went for a premium look.
Bass says: "We found that spending a little bit more in the first place pays off in the long run so we use a good quality supplier. We regularly review uniforms across the company to keep things constantly up to date and take a lead from what is going on with our competitors. Gone are the days when you can just put everybody in black."
Unifying visibility
If the whole point of a uniform is to make staff visible to customers, then all that is really needed is a unifying aspect. Renowned London gastropub the Anchor & Hope in London's Waterloo allows staff to wear what they want, within reason, as long as they wear the same blue and white striped butcher's apron.
Manager Tambi Bowker says: "The staff wear aprons because everybody is involved in food preparations and it protects their clothes. They wear their own clothes underneath because we are a pub — we like to keep it casual. The aprons mean the dress is informal, but that customers can easily spot a member of staff."
Florence Fowler, licensee of Scottish & Newcastle leasehold the Magdalen Arms in Iffley, Oxford, has adopted the same philosophy. Front-of-house staff can wear their own clothes as long as they wear a blue and white striped butcher's apron on top. Staff are easily recognisable while maintaining a sense of individuality — and save the operator uniform costs.
London operator Drake & Morgan has "relaxed, funky" uniforms to reflect the character of its four established venues — fifth site the Drift, at London's new Heron Tower, is launching this week (7 July). Staff are styled in the latest fashions from high-street stores H&M and Topshop and the uniforms are changed seasonally.
Staff also wear accessories, such as bandanas, hats and jewellery so that everyone looks different and expresses their individuality.
"This approach to uniforms means staff feel comfortable, but also look fashionable and fit in with the type of clientele that visit the Drake & Morgan venues," says a spokesperson. The company spends around £10,000 a year across the four established sites.
No uniform
Many operators choose not to put their staff in uniforms. Although the decision can save money, the primary reason is to keep the overall atmosphere more casual.
Staff at seven-site south-east operator Whiting & Hammond can wear their own clothes to work, although the dress code has just become a little stricter. The rules are: no exposed midriffs, no short skirts, no bare arms, no cleavage, no distressed denim and no scruffy shoes. A collared shirt is preferred, particularly on men, even if it is a polo shirt and shoes need to be smart, but they don't have to be leather.
Liz Laurie, PA to managing director Brian Whiting, says that the rules are fairly relaxed as long as staff are presentable. "We had to tighten up the rules recently as people do push the boundaries," she says. "We have thought about introducing a uniform, but would really prefer not to. Even with a uniform there's the danger that people will arrive for work with unironed shirts and so on.
"It is nicer to enable staff to express some individuality with their dress and it also gives the pub a more relaxed feel. As long as the staff make the effort, we will keep our no-uniform policy."
Have fun with it
Operators can also have a little fun with the uniform to make a big impact on customers. Kavi Thakrar, co-owner of London's Dishoom, who is heading a pop-up restaurant on Southbank until 4 October, has dressed staff in bright slogan T-shirts at the mobile site.
Dishoom Chowpatty Beach is a celebration of the Bombay cafés of the 1950s and '60s that serves up traditional food, afternoon chai (tea) and tipples. Although staff back at the Covent Garden restaurant wear white shirts, black trousers and aprons, those manning the pop-up are decked out in custom-made neon-bright T-shirts with a variety of six slogans, including 'Live the chai life' and 'Bombay on Thames'. The T-shirts can be bought for £10 by customers and have been going down a storm with only 50 left out of 500 just five weeks after opening.
"We decided to go for neon T-shirts to get across the fun, relaxed atmosphere of the Bombay cafés," says Thakrar. "We designed all the T-shirts ourselves and used a specialist T-shirt printer to put them together. We came up with a long list of slogans and narrowed them down to the six that best reflect what we are doing this summer and what the restaurant and pop-up are all about — summery and true to Bombay."
Instant recognition
TGI Friday's uniforms are instantly recognisable with their striking red and white stripes, inspired by the Barnum & Bailey Circus. They also symbolise the entertainment and theatre that the brand puts across. Although all waiting staff wear the same uniform, they are encouraged to customise it by adding a hat or attaching a lucky mascot to their braces to express their individuality and personality.
"We find that this approach is appreciated by guests and helps to create an environment that allows people to relax and let their hair down," says Alison Dilley, the brand's UK marketing manager.
Every team member has at least 10 of TGI Friday's famous pins — small badges — attached to their braces or waistcoat. Staff members are asked to choose pins that reflect their personality when they start at the chain and as they progress the pins are supplemented with ones they earn. The pins act as military stripes and provide a record of the wearer's career with TGI Friday's. "As there is a story behind each individual pin, they are a favourite talking point among team members and guests and are a good example of why working at Friday's is fun at all levels."
Shop around
Kitting staff out can be a costly business, particularly for multiple-site operators. As ETM Group's Bass mentions, a bigger outlay can save pennies in the long run, but it always pays off to shop around.
And in the present financial climate, price and durability are big factors, according to Rick Shonfeld, commercial director of UK manufacturer Tibard. "With the economy likely to remain in a state of flux during 2011, we expect Tibard's customers to continue to look for a combination of longevity and value for money when it comes to both front and back-of
