January/February 2008 - Cover Story

In the culinary world old habits die hard, yet it seems some chefs are beginning to push some traditions to the limit – at least with their uniforms.

There’s no denying that the double-breasted, white chef coat is still king. But Lynn Anderson, senior sales specialist at Mauldin, SC-based Aprons Etc. says more colors, fabrics and subtle decorations are starting to surface.

“Most chefs still want to have that traditional look people expect to see, but they want to add their own personal touches,” she says. So whether it’s full-color coats, yarn-dyed prints, embroidered accents or piping along the seams, Anderson says Aprons Etc. is seeing more custom orders than ever before. “It used to be regimented as to who wore what,” she says. “Pastry chefs wore this, the head chef wore that, but now it’s much more individualized.”

Yet while upscale chefs often prefer to maintain their distinction, Anderson says many casual-dining chefs are opting out of the traditional coat and putting on a polo shirt. “Many casual restaurants are choosing chef attire that matches the employees and the theme of the restaurant,” she says. And because chefs are behind the grill and usually all over the kitchen, a polo is a cool and logical choice. “Or, if they are choosing a coat, they’re getting it in short sleeves or ¾ sleeves because it’s easier to work in,” she says.

What’s happening in the front of the house seems to parallel the trend toward a more relaxed uniform environment, as evidenced by the following snapshots of three top casual dining chains:

Applebee’s
Wanting to understand the concept of “togetherness” between friends and family, Applebee’s conducted a survey and asked 400 casual-dining consumers to compare meeting in person versus keeping in touch via today’s technology. It turns out that 84% of consumers agree that ‘today’s technology helps them connect to people they care about, but there’s nothing like spending time together in person.’ Thus, last fall, Applebee’s went on a mission to make their restaurants all about bringing people together – with a new logo, new look and of course, a new menu.

“We think it will make the servers feel more confident, creating a positive vibe and a more pleasant experience for our customers.”
– Laura tigges, applebee’s

“Last October we started using a new logo in our TV ads and on our Web site. In our restaurants, the logo’s going on menus, aprons, nametags and other merchandising,” says Laura Tigges, Applebee’s spokesperson. Tigges says the updated signage (the Applebee’s name in white lettering pictured under the signature apple) gives a whole different impression than the old florescent green staple. “Our logo needed a refreshed, more modern look to appeal to today’s consumers,” she says. “It’s more readable, identifiable and functional for a variety of uses,” Tigges says.

Another major part of the chain’s redesign includes new uniforms, which also add to the modern, functional feel, she says. Outfitted in black polos or buttondowns and black pants or jeans, the servers all wear a red/white nametag that pops against the dark background.

“We wanted a uniform that was more modern and fit with the fun, casual atmosphere in our restaurants,” Tigges says. “Our restaurant servers helped choose the new look, which is still professional but more comfortable.”

Even though the old uniforms (consisting of a basic red polo and black pants) are pretty similar to the new design, Tigges says giving the option of wearing jeans or black pants makes a world of difference to the servers. “We think it will make the servers feel more confident, creating a positive vibe and a more pleasant experience for our customers,” she says.

Max & Erma’s
While the customer is the most important part of making a restaurant a success, it seems Applebee’s is not the only chain putting its server’s opinions next on the list of priorities.

In fact, Max & Erma’s, a casual dining restaurant chain located in the northern U.S. and Nevada, has done away with mandatory uniforms altogether. “We introduced the new server/bartender uniform back in May 2006,” says Tara Fitzpatrick, manager of training and development at Max & Erma’s. “Our goal was to provide a uniform that was more comfortable for the staff, and would allow them to show a little of their own personality, while still being manageable.”

But without a uniform, how does the restaurant keep a “unified” look among its staff? “Of course we provide guidelines as to what’s acceptable and what’s not,” Fitzpatrick says. The guidelines include choosing garments that are all black and made of an easy care, 50/50 cotton/polyester blend. As long as the manager approves, the servers can pick what they buy and where they buy it. “We believe the uniforms fit perfectly with the fun, comfortable atmosphere and it shows in the satisfaction of our associates,” Fitzpatrick says.

While individuality is a luxury, the restaurant insists on giving, each employee is outfitted with a logoed apron and nametag that ensures that each staff member is on the same page. “We felt it was very important to introduce our brand into the associate uniform as a way of internal branding and marketing,” she says. And just like Applebee’s, Max & Erma’s also uses their nametags as a focal point. The difference, however, is that Max & Erma’s also included their company slogan, “I Did It On Purpose,” on the badges.

To prove to guests that every effort of excellence truly is done on purpose, Fitzpatrick says the chain has also undergone recent renovations to make restaurants more modern and in touch with today’s customer – not to mention set it apart from a sea of casual dining competitors. Upgrades include warm colored decorations as well as Tiffany lamps, and every one of the 100 restaurants will be receiving a sundae bar.

Ninety Nine Restaurants
Most people don’t need five reasons to visit a restaurant. In fact, the concept of “restaurant” – no cooking, no dishes and being waited on – has enough appeal for many. But Ninety Nine Restaurants, a casual dining chain located all over the northeastern U.S., thought of a ton of reasons (besides drinks, food and service) to eat out – 99 to be exact.

Ninety Nine Restaurant was founded in 1952 before the mad rush of casual-dining chains. And despite nearly 60 years of change and 113 locations later, the restaurant’s philosophy continues to be great food and great drink at a terrific price.

Brad Schiff, vice president of marketing for Ninety Nine Restaurants says in order to keep guests impressed, each of the franchises are getting renovations inside and out in a campaign called ‘dressing to the nines.’ “There’s a very different look inside our restaurant, now,” Schiff says. “We’ve changed our logo, changed the china and of course, added new uniforms to brighten the whole place up.”

“"The new uniforms make it very easy to determine who's who."
- Brad schif, ninety nine restaurants

The uniform change, Schiff says, is probably one of the best features the restaurant has chosen to upgrade. “The old uniforms weren’t unified and were all different colors,” he says, “and they didn’t necessarily go with the color scheme of the restaurant.” Thus, Schiff says, guests who came in couldn’t tell a server from a manager, or a bartender from a host. It got confusing, he adds; the staff was constantly doing another employee’s job.

The new uniforms are a whole different story. “They are really a night and day difference,” Schiff says. “They make it very easy to determine who’s who.”

The managers of the restaurant are outfitted in striped button-down shirts (all with a logo and a nametag that clearly states their position). Bartenders are in sporty polos that are either red with black trim or black with red trim, and servers are in long sleeve button-downs in black, red and green. Hostesses (at the front of the house) are in bright yellow shirts so they’re easy to spot. All the uniforms are a 60/40 cotton/poly easy care blend and are treated with stain-release performance treatment.

As for pants, the employees buy their own, and follow only one guideline – they must be black. “Our staff is much more comfortable than ever before,” Schiff says. “The colors go with the palette of the rebrand, and the whole staff feels more polished and professional.”