Star turns
Self-respecting staff presentation reflects brand image and is key to quality service, says Richard Fox
Many years ago, between two catering ventures, I enjoyed a brief sabbatical as manager of an extremely talented singer/songwriter. We did achieve some commercial success - sadly, not enough for me to give up the day job.
The major problem I experienced with my artist was his abject rejection of image-enhancing attire - it's never a good idea to go on stage with your dinner on your shirt. Finally, I snapped: "If you want to look like a slob - fine, just make an effort!" I'm certain his attitude contributed to limiting his success.
In catering, as in music, presentation is all. No matter how talented your staff, how great your food, or how fabulous your beer - if staff presentation is poor, you may as well give your customers the two-fingered salute.
Staff uniforms are meant to perpetuate brand images and overcome the problem of inappropriate garb - yet wearers can be the worst offenders. From half-untucked to filthy, too many uniforms are ritually abused. Half-untucked may be fine with a Paul Smith shirt, V-necked jumper, jacket and jeans, but not with a logo-emblazoned blouse and apron.
I don't want to sound like an unfashionable old git - If you want to project a cool or grungy image, that's fine, but try making an effort.
The off-white shirt-wearer is a classic serial offender. Why not throw in a few creases and filthy collar and cuffs for good measure? If that kind of attire becomes acceptable, we're only one step away from serving the carefully prepared food off the floor.
How staff dress directly affects their behaviour - demeanour, expression, attitude and body language - and ways they are perceived by customers. Spare a thought for Italian and Spanish hospitality industries - from coffee bar to top restaurant, there is never as much as a stray shirt thread or crease.
I wonder how far this contributes to those nations' regard for the catering professions. Key lessons can be learned from those who take their roles seriously, treating their customers - and themselves - with respect.
