Feb. 18, 2010
Crew uniforms have become an important component of branding for lead quick-service restaurants. But no matter how much attention a chain puts into the design, customers care more about whether its clean than if its stylish. A survey about crew uniforms conducted by Decision Research Inc. shows customers at QSRs rank cleanliness among the highest factors of importance. The survey was conducted on behalf of uniform provider Clipper Corp.
"While uniforms are obviously an important extension of any restaurant's brand, this study reveals non-cost related benefits to stain-friendly and easy care crew uniforms," said Clipper CEO and founder Lina Hu, in a news release.
The consumer side of this study entailed a random national phone survey measuring which factors of QSR crew uniforms would make a favorable impression. The survey was conducted on customers who have been to a QSR within the prior two weeks. The largest number of respondents, approximately 33 percent of males and 26 percent of females, indicated cleanliness as the most important factor. The results placed the cleanliness of the uniforms ahead of other factors including fit, style, color and even the age-appropriateness of the design.
The study was commissioned for Clipper, a leading global designer, manufacturer and distributor of supplies and uniforms to market-leading companies such as Burger King Corp., The Home Depot, Denny's Restaurants, Target and Olive Garden.
"It makes sense that cleanliness is important to customers in a foodservice environment," Hu said. "This survey shows Clipper and the entire QSR industry that this importance strongly extends to crew uniforms."
An additional telephone survey polled QSR employees, measuring factors they deemed important to the uniforms they wear. "Easy Care/Looks Clean" ranked on top. Approximately 45 percent of female and 42 percent of male QSR employees selected this over other factors including fit and comfort.