Have you ever looked at the uniform your waitress is wearing when eating out? Or when ordering a drink on a terrace? Those chances are slim, as we usually don’t pay attention to these things when we’re out eating or drinking. However, unknowingly, their clothes are affecting your opinion on the restaurant. Research shows that uniforms in the hospitality industry create expectations.
For this particular study, consumers in Germany and England were interviewed. The results showed that 88% of the respondents think that restaurant staff with uniforms generally offer more service than staff wearing their own clothing. Furthermore, 84% believe that staff in uniform is more skilled.
Hospitality industry create expectations
This all sounds great for restaurants using uniforms. But there is a flip side. A uniform creates certain expectations on the customer’s side. As it turns out, two-thirds of the customers expect the toilets and kitchen to be cleaner in places using uniforms. Also, 81% of the customers assume the wine menu has more variety than in no-uniform restaurants.
Following these research results, Simon Jersey got into contact with Donna Dawson, a psychologist specialising in Personality and Behavior. She confirms that people associate uniforms with good service. Companies that dress their staff well, are proud of their product and value quality. She also points out that uniforms and workwear are affecting the staff in a positive way. The person wearing it feels more appreciated by their employer and more committed to the company. Moreover, and this is quite important, the staff is more easily recognizable for customers.
To be honest, the findings of this study do not surprise me. Clothing has an effect on people. Both on employees and on customers. After all, it says something about you, the company and what you stand for.