Consistency in the guest experience is a winning factor for successful restaurant brands. From menu execution, service levels, to ways the staff are presented, guests return to restaurants where their experience consistently meets their expectations. 

Traditionally, restaurants enforced staff uniforms such as matching pants, shirts and branded aprons, as a way to provide consistency in their teams’ visual appearance and the restaurant brand experience. Lately, though, the idea of the traditional uniform has evolved as more restaurant brands encourage staff to express their individuality, while following brand guidelines. 

The “non-uniform” uniform concept can be tricky to navigate. How important is a uniform to your overall restaurant brand? VERY, and here’s why!

Customer experience is becoming the new competitive brand advantage, and what’s eye opening is that 80% of companies believe they deliver “super experiences,” but only 8% of customers agree. Everything a restaurant brand does, including how the team is presented, influences the overall customer experience, according to Forbes.com.

A uniformed team look provides regularity in your staff’s appearance, helping diners identify who actually works for the establishment from other patrons. Being able to easily pinpoint staff is important to the overall guest experience. Some restaurant brands go one step further to have a defined or elevated management dress code, to clearly define for guests who is in charge! 

A uniformed team look provides regularity in your staff’s appearance, helping diners identify who actually works for the establishment from other patrons.

Here is a harsh truth about restaurant guests: they are judging your front-of-house staff on their appearance and how it relates to the service level of your operation. For this reason, fine dining restaurants traditionally impose a strict uniform standard, where each staff member is identically dressed in a polished manner, reflective of the refined dining experience. This is what guests have come to expect in this category of restaurants, so it is important to factor in how your team’s attire represents your restaurant’s level of service. 

• TIP: Align your attire to your brand

Uniforms also support the overall brand experience, so even if you are developing a “non-uniform” uniform, ensure that your attire guidelines align with the restaurant’s vibe and atmosphere. If you are operating a fun casual pub, then your staff’s attire should match that. 

North Winds, a craft brewer and casual eatery, has taken this approach and gives their staff freedom to choose what they wear on the bottom in terms of pants, shorts, skirt and footwear, but provides them with a North Winds shirt that is mandatory from Saturday to Thursday. On Fridays, however, the staff are encouraged to wear a shirt from another craft brewer to support the industry while letting the team showcase their beer interests and personal style. 

So how do you design and regulate the “non-uniform” uniform? 

• TIP: Create a dress code for your restaurant brand and your staff

Most importantly, maintain your brand image, because your staff’s appearance should never hinder your restaurant’s reputation. Begin by defining and upholding a clear dress code standard that emphasizes professionalism and cleanliness, while supporting a “non-uniform” diverse concept. Your guests will appreciate this and it sends a strong signal to your staff that your restaurant brand and how customers perceive it, is important to the business’ overall success. 

Seasonal weather shifts, the flow of service, plate and tray sizes, tableside experiences, ordering standards, and restaurant design will impact what your team can wear to comfortably and safely perform their duties. Reference workplace safety laws to ensure your standards align with best practices. 

Regulating your staff’s unconventional uniform can sometimes lead to uncomfortable chats. To avoid misinterpretation, provide examples of what is acceptable and what is not, and how your team can vary their work style while maintaining brand consistency. Jenny Companion, VP of Eastern Operations at The Fifteen Group, recommends providing retailer suggestions and picture examples of looks that match the attire standards. 

Gusto101 in Toronto designed the ideal “non-uniform” uniform that maintains the overall brand image and feel. Gusto’s wait staff and bartenders dress in blue denim shirts, or a blue branded t-shirt, and jeans, but the brand choices and style choices are all theirs. Guests are still able to identify who works at Gusto, employees can be comfortable in their own clothing that fits their shape and style, and the restaurant saves on uniform costs; it’s a win-win!  

“Going with the ‘non-uniform’ uniform for your restaurant can be a fun way to express staff individuality while maintaining your brand,” says Gusto owner and chef Janet Zuccarini, “but it is still important to understand the rules around who covers the cost of the uniform, even if it isn’t head to toe.”

Be sure to read up on Canada’s latest Employment Acts that outline this useful information.  

Governance of beverage alcohol in Canada is complex, with 13 different bodies responsible for regulating sales and distribution across 10 provinces and three territories.

While the rules vary from province to province, some elements are consistent right across the country. Restaurant operators and their staff must: 

• Know the law
• Understand how and when to check identification
• Employ effective techniques to prevent intoxication
• Manage risk at special and large-scale events 
• Understand liquor-serving best practices and policies
• Comply with the permitted hours of licensed alcohol service 

To ensure compliance with liquor regulations and avoid violations, restaurant operators must ensure that everybody who serves alcohol has the knowledge and understanding they need. 

Serving smart 

“The first step is to take the responsible service training program in your province,” says Richard Anderson, executive director, Smart Serve Ontario. “This will help you understand the law and your responsibilities. Secondly, it is very important that the establishment have clear house policies that have been reviewed with staff on a regular basis. This ensures good communication so the team is clear on responsibilities. Lastly, acquaint yourself with your provincial liquor laws.”

Those laws control a variety of elements including who can be served, when, how much, and how they can be identified. “Generally speaking, it is important to not serve underage patrons, monitor your patrons to ensure that you do not serve them to intoxication,” Anderson says. “You accept liability the moment you begin to serve someone. Your number one responsibility is to ensure that your patrons have a safe experience and do not leave intoxicated or drink and drive.”

“You accept liability the moment you begin to serve someone. Your number one responsibility is to ensure that your patrons have a safe experience and do not leave intoxicated or drink and drive.”

Richard Anderson, executive director, Smart Serve Ontario

Under provincial liquor laws, restaurant operators and their employees are responsible for controlling the behaviour of patrons. And they can be held responsible for any resulting injury or death with consequences that can include licences being suspended and revoked. 

In 2021, a restaurant in Cambridge, Ont. was fined $50,000 for over-serving alcohol to a man who caused a fatal crash. The maximum fine under the Ontario Liquor Licensing Act is $250,000.

Checking IDs

The restaurant or bar should have a policy on when they I.D. Some use the ‘anyone under 30 years of age approach.’ “Whatever you feel you need to do to ensure that you do not serve underage patrons,” Anderson says. 

Staff should know the acceptable forms of identification in your jurisdiction: Typically, they include: 

• Driver’s Licence
• Canadian Passport
• Canadian Citizenship Card
• Canadian Armed Forces Card
• Secure Certificate of Indian Status
• Permanent Resident Card issued by Government of Canada
• ID cards issued by provincial liquor authorities

To be legally acceptable, all identification must be valid, and expired I.D. is not acceptable. Staff should assess whether the card is genuine and comparisons can be made with current legitimate I.D.s. 

• Compare the I.D. photo and description – height, weight, eye and hair colour are easily tampered with and most likely to be off
• Ensure letters are in the same font and same size of font
• Beware of misspelled words
• Check that no colours are dulled or faded
• If birth or expiry dates look scratched or appear to have been tampered with, do not accept the I.D. 

To prevent intoxication: 

• Monitor service at all times
• Encourage meals or snacks and non-alcoholic beverages if possible
• Know when it’s time to cut off a patron 
• Ensure that person has a safe ride home

When it comes to training staff to understand the applicable laws, the simplest way is to ensure that all relevant staff take a program like Ontario’s Smart Serve. “The program clearly outlines the law, liability and the responsibility of the server,” Anderson says. “It is about ‘Duty of Care’ for the customer to ensure that their experience is safe.”

Some provinces have made completion of training mandatory for anyone who serves and sells liquor at licensed establishments. New Brunswick was the latest to do so, effective September 1, 2021. Most provinces do not recognize certifications from other jurisdictions. 

Canadian liquor service training programs

Recruiting and retaining staff has long been one of the biggest challenges for foodservice operators, and COVID-19 has upped the intensity. Public health restrictions, lockdowns, loss of employee positions, uncertainty about job security and apprehension around health and safety practices are all factors that have turned up the HR heat. 

In its Q3 2021 Restaurant Outlook Survey, Restaurants Canada reported 93% of respondents are contending with a shortage of workers, and 50% say they are struggling with a significant staffing shortage. Three-quarters of respondents said the labour shortage has put more pressure on owners and management level staff to work more hours. Seven out of 10 respondents said they are reducing their hours of operation. Where they can afford to, 63% said they are raising wages to entice staff to work for them.

The crunch is especially acute in back-of-house, notes Jeff Dover, principal at  fsSTRATEGY Inc. “Enrollment is down in culinary programs across Canada, so help isn’t on the horizon, and now is especially the time for operators to be innovative.” 

“Minimum wage increases are forcing the industry to restructure operating budgets and operations as a whole. Operators are competing with other industries who are offering higher pay rates.”

Laura Traynor, district manager for ADP Canada

Compensation is becoming a challenge for all industries, and especially in foodservice. “Minimum wage increases are forcing the industry to restructure operating budgets and operations as a whole,” says Laura Traynor, district manager for ADP Canada. “Operators are competing with other industries who are offering higher rates of pay even for those with little to no work experience or post-secondary education.” 

By stepping up their recruiting, hiring and retention game, restaurant operators can successfully compete for labour and get their restaurants running at peak efficiency. By taking a page from the gig economy playbook, restaurants can lure back workers who might be otherwise enticed by platforms like UberEats and DoorDash by offering flexibility and the added sweeteners of benefits. 

“It’s important that operators continue learning and staying ahead of trends,” ADP’s Traynor says. “Employees will feel safer and more likely to stay if they know their employer is on top of the latest legislation and health and safety regulations.” 

The wage challenges for restaurant owners

Wages are on the way up right across the country, and some restaurant operators are paying much more than minimum wage. One of them is Alex Moore, owner of Bampot House of tea and Board Games, in Toronto. He pays his employees $22.50 an hour before tips. “I’ve been working in this business for a long time, and I honestly feel like a liveable wage is the bare minimum I can do. I don’t want people who work for me to struggle. So I’ve made the numbers work.” 

Moore says paying a liveable wage helps to improve morale and builds loyalty. He is also looking at instituting a salary grid and profit sharing with his three employees. “I’m running it tight, but I want to make it happen because it’s the right thing to do.” 

The increase of minimum wage has created a domino effect across this and many other industries, ADP’s Traynor says. “With new employees being hired at a higher rate than before, this puts pressure on employers to increase the rate of more tenured employees in order to keep compensation structure fair.” 

“Signing bonuses and retention bonuses and being flexible with scheduling can help with recruitment and retention.”

Jeff Dover, principal at  fsSTRATEGY Inc.

In many markets, offering minimum wage is not enough, and many employers are offering well over that to retain talent. “Applicants know they can get wages at more than minimum wage and are not settling,” fsSTRATEGY’s Dover says. “Signing bonuses and retention bonuses and being flexible with scheduling can help with recruitment and retention.”

Top tips to recruit and retain hospitality workers:

• Treat staff like the valuable assets they are
• Pay more and increase wages as quickly as you can
• Be flexible on scheduling and time off 
• Offer signing and retention bonuses
• Customize benefits to meet employee needs 
• Provide rewards, recognition and opportunities for career advancement
• Offer mental health support

“All of this comes at a cost to operators but there is, at least in the short term, a willingness amongst consumers to accept price increases,” Dover adds. “Adjust operating hours if you must and close when not profitable. With a five-day week, one core team can work full time with two days off.”  

Use technology to empower your restaurant staff 

Third-party solutions like ADP’s HR Assist can help operators stay on top of and properly apply rapidly changing government policies. “Implementing technology solutions to streamline scheduling and management of paid time-off requests from employees makes navigating the unknowns more efficient,” says Shubh Mann, director of sales – channels at ADP Canada. “Giving employees the power to view their schedules in advance, request days off and swap shifts empowers them to have more control over their work-life balance and in the long run can help lower employee turnover.” 

Shubh Manns top tips for restaurant operators: 

• Take advantage of data-analyzing technology to effectively make decisions when scheduling staff so you do not over- or under-staff 
• Outsource day-to-day admin tasks (e.g. payroll, HR, time and labour management) to free up time to focus on people and operations 
• Streamline the onboarding process
  • Use HR portals to efficiently create job descriptions, onboarding guides etc.  
  • Post jobs on sites such as Zip Recruiter to avoid looking through hundreds of résumés and posting manually on several locations to drive enough traffic 
• Revaluate your current HR setup to ensure HR support is in place for your employees 

Employ smart scheduling in your restaurant

“By reviewing your historical sales data, you can anticipate staffing as much as possible and plan accordingly,” Mann says. “If possible, get to know a bit about your employees’ lives outside of work and schedule them accordingly. For instance, a parent of three might be a better fit to handle the lunch rush and single students will likely prefer the evening shift.” 

• Make scheduling controlled, organized, and easily accessible for staff
• Be prepared to quickly onboard with rapid training programs
• Activate a scheduling app that allows staff to show their availability, request days off, easily view their schedules, and swap shifts
• Post schedules in advance to help smooth out any bumps with seasonal ups and downs
• Establish clearly understood guidelines for time-off requests
• Where possible, ensure staff take paid time off in advance of holiday seasons and busy times to ensure they are well rested and ready to handle the workload

Try robot retail to alleviate staffing shortages

Robotics and artificial intelligence (AI) have been making strides across every industry and the restaurant and hospitality sectors are no exception, reports Restaurants Canada. Robot retail is making its way into dining experiences – from sanitation and disinfection to serving and hosting. Brands like GreenCo Robots are leading the way with robotics applications in restaurants.

Headed by engineer Liang Yu, the Edmonton-based company has about 40 robots in use across Canada. “The idea is not to replace people completely,” he says. “The robot is an assistant for the labour-intensive and repetitive work like busing and delivering water.”

Kitty Tong, owner of Golden Ocean Seafood Restaurant in Vancouver, says they’ve been using their robot to help serve food and alleviate some staffing issues during the pandemic. The robot has also attracted interest from regular customers and others who have heard about it by word of mouth and through media reports. “Both adults and children like to take photos with ‘Bella.’ They think the robot has a very special and fresh feeling.” 

GreenCo robots range in cost from $16,000 to $30,000, depending on the model, and the company offers a three-year lease-to-own program and a one-week trial.

Canadians are serious about tea. Hot, iced, infused, blended, as an ingredient or crafted into cocktails, they can’t get enough – for flavour, health, wellness or comfort. Does your restaurant beverage menu offer the sips they crave?

“Tea is the third most consumed beverage in Canada,” according to Mother Parkers Tea & Coffee Inc., a fourth-generation family owned and operated company that has worked in the foodservice industry for almost 110 years. “Worldwide, tea is second only to water as the most popular beverage.”

“Tea is the third most consumed beverage in Canada. Worldwide, tea is second only to water as the most popular beverage.”

Mother Parkers Tea & Coffee Inc.

Scott Garrett, account executive with Mother Parkers, agrees. “As Canada becomes more diverse, tea is becoming more relevant. Tea is a complement to any hot beverage program and more and more consumers are adding tea consumption to their daily routine.”

Why do restaurant customers want tea?

It matters to your customers so it should matter to you.

“Consumers are looking to tea and herbal tea products because wellness is top of mind for them. They see tea as a complement to their coffee consumption. Or they see tea as a good substitute for coffee, to help relieve stress or as a healthier alternative,” says Garrett.

“We continue to see that sustainability is important to our consumers, too. Mother Parkers’ Higgins and Burke Teas have no artificial ingredients. Our premium quality teas start with hand-picked and high-grown teas. And we contribute to the Ethical Tea Partnership, which supports tea workers around the globe.”

Terroir and types of flavourful teas

Every tea has its own character that comes from terroir, just like wine. Tea all starts with the same plant, Camellia sinensis, but the ecosystem (how the location, climate, sun exposure, shade, soil, rain and elevation work together) plays an integral role in the final flavour of the tea. Even teas of the same variety can have significantly different flavours between regions.

Offering a variety of at least a couple of the main types of tea – green, black, oolong, white, Pu’er and yellow – in multiple flavour profiles is the first step to improve your tea service.

“Variety is key,” says Garrett. “Close to 70 per cent of specialty tea drinkers want a variety of interesting flavours when they select a brand. Younger consumers are ordering more green and herbal teas, in both the hot and iced tea formats.”

• Interesting fact about tea: Some teas don’t actually contain any tea. Meaning they don’t contain any of the plant, Camellia sinensis. We use the word tea because we typically use these products – herbal teas, botanicals, tisanes – in a similar way, steeping in liquid and drinking the result. Herbal teas can be one ingredient, mint for example, or a mix of leaves, roots, bark, seeds, flowers and fruit. The flavour possibilities are endless.

Trending teas for your menu

According to Technomic Insights, Hot Tea Menu Trends offer a diverse flavour portfolio to weave into your beverage menu.  

Foodservice industry innovators are introducing these flavours within their hot tea menu offerings: ginger, rose, hibiscus, lavender, raspberry and distinctly Assam tea (grown in India and the base for many traditional breakfast teas).

Proven favourites that will never leave menus include Earl Grey, mint, (masala) chai, green and lemon. The oldies but goodies, you could say, but not just your granny’s favourites. Take them out of the cup and into a different part of your restaurant menu or give them an up-to-date tweak – think Masala Chai Biscotti, Savory Green Tea Shortbread, Earl Grey Martini or Cold Brew Method Lemon Iced Tea.

Serving tea

Once you have expanded your tea menu, take these flavours for a spin. With prices ranging from $2.00 to $5.70 for a freshly steeped cup, according to Technomic’s study of menus nationwide, tea is an excellent opportunity for upselling at the end of a meal, no matter the daypart. Think of it as a flavourful indulgence without the guilt.

Chances are you have everything you need to serve a great cup of tea or herbal tea. Boil the water, slice up the lemons, pour the milk (or cream) and polish up the spoons. Make it a sip they will remember, for both taste and presentation.

Tea parties

Who doesn’t love a good tea party? Imaginary or real, chances are memories evoke times of fun and frivolity. Hanging with family and friends. Bring out the good cups and saucers, assemble delicious sandwiches, pastries and bite-sized treats and invite everyone to your table.

Tea tastings

Tea flights are a delightfully simple way to entice customers to try new teas (and get a feel for what types they prefer). Up the ante by setting up tea tasting events, and include some simple competitions and offer delicious prizes.

Tea menus

As Mother Parkers says, “A great cup of tea is the best complement to any meal.” Why not design an LTO menu enhanced by being paired with a wonderful cup or two of tea? Or suggest tea pairings with menu choices or on the dessert menu?

Afternoon teas 

Those odd hours in the afternoon too late for lunch but too soon for dinner, afternoon teas can drive traffic during this alternate daypart. They’re a charming option to try out some menu flavours in small bites which require significantly less labour than a full meal. But those little extras can all add up to more profits if your tea menu and food offerings are too hard to pass on.

Good to the last sip

“Tea is a high margin category to utilize,” Garrett reminds us. “The iced tea segment is growing as consumers are seeking healthier options. We are bringing more herbal iced tea products to the market to meet this demand for menus at any type of establishment.”

Jump into this bountiful, colourful and delicious category. Improving your tea offering and service might just be your cuppa tea.

Try this:

Mother Parkers Gingerbread Cookie Latte, 2 ways

Rising inflation, currently affecting food and many other goods, is challenging restaurateurs and consumers alike. And food inflation is just one of the factors that can lead to menu inflation in restaurants.

The challenge for restaurant operators is to create a menu that’s cost-effective for both themselves and consumers, so they can operate with the best possible margins while still encouraging business in this time of renewed restrictions and rising costs.

Understanding the restaurant inflation crunch

Canada’s Food Price Report 2022, an annual collaboration of Dalhousie University and the Universities of Guelph, Saskatchewan, and British Columbia, “forecasts an overall food price increase of 5% to 7% for the coming year, the highest predicted increase in food prices since the inception of the report 12 years ago.”

Given the current rate of food inflation, it’s not surprising that menu inflation is occurring in restaurants. Restaurants Canada’s Restaurant Outlook Survey Q3 2021 reports that “nearly six in 10 respondents are expecting to raise their menu prices by 4% or more, with 23% expected to raise menu prices by more than 7%,” (the highest level above 7% since the survey began in 2011). 

1. Source: Canada’s Food Price Report 2022
2 Source: Restaurants Canada’s Restaurant Outlook Survey Q3 2021

Food prices aren’t the only pressure contributing to menu inflation. Others include supply chain issues, labour shortages, pandemic-related dining-in restrictions, the costs of PPE and other safety measures, and the need to implement vaccine passports in some jurisdictions. Restaurants Canada reports that many of their survey respondents intend to partially absorb operating cost increases, rather than fully pass them downstream to customers via menu price increases.

Restaurant menus need to be as cost-effective as possible for the benefit of both operators and their price-conscious customers who may be responding to inflation by tightening their discretionary spending belts. 

Here are 7 tips to increase restaurant profits

A combination of complementary strategies to address increasing food and operating costs can help you provide more cost-effective menus. And doing what you can to help those in need just may encourage your community to keep supporting your establishment through these difficult times.

Downsize Menus

Shorter menus are here to stay. They’re a good way to mitigate supply issues and higher costs, while managing a return yet again to takeout and delivery only in some provinces. Pared-down menus also help you streamline staffing, manage inventory more effectively, and reduce waste. They also make it easier for restaurant operators to benefit from dishes where high sales and maximum profit intersect.

Streamline Operations

With today’s labour supply challenges now further complicated by the higher absenteeism rates caused by the Omicron variant, restaurant operators must keep effective retention and recruitment top of mind. Optimizing scheduling, maintaining good employee relations, and showing appreciation for staff who step up to fill gaps in the schedule can help you avoid the costs of reduced capacity or closures due to absenteeism. Menu streamlining can help you reduce your base staffing complement – important in a time of labour shortages.

Manage the Supply Chain

Now more than ever, it’s important to have good lines of communication with your suppliers. Work with them to keep on top of product availability and price fluctuations so you can plan your menu accordingly. Also talk to them about any special offers you can benefit from. 

Get Creative with Proteins

Proteins are usually the centrepiece of a dish. And animal proteins are generally the costliest ingredient. With some creativity, you can move beyond the extravagant steaks and typical chicken breasts to offer proteins in more affordable ways. In addition to smaller portions of meat and poultry, explore using cheaper cuts, which are often more flavourful and offer the chef more creative scope. Think chicken thighs in a hearty sauce instead of grilled breasts. More economical plant-based proteins, like chickpeas and lentils, either in wholly vegetarian or vegan dishes, or in combination with smaller portions of animal proteins, are another approach to a more cost-effective menu. For more ideas, see the article What’s the True Cost of Proteins for Foodservice Operators?

Reduce Waste and Pay It Forward

Wasted food and wasted supplies is wasted money, and who can afford that? A smaller menu leads to a tighter, more manageable inventory, helping you use items before their expiry dates. Designing your menu so ingredients can be used in multiple dishes is another waste reduction strategy.

Support community members who are suffering the effects of food inflation by donating food you can’t use in time to local food banks, shelters, and other programs. 

Harness Technology for Agility

One word we’ve all heard over and over during the pandemic is pivot. With menus switching up frequently due to ongoing supply chain issues and price fluctuations, digital menus allow for easy revision. Having a website built on the Sociavore platform, for instance, provides you an online ordering system that frees up staff for other tasks. It also helps you avoid steep third-party fees by using local delivery networks or the DoorDash integration for order fulfillment.

And like many things today, when it comes to food waste there’s an app (or many) for that. For example, Too Good to Go has launched in Toronto, Vancouver, and Montreal, and allows restaurants, bakeries, grocers, et cetera to sell leftover food and prepared dishes at a discount through the app. Not only does this reduce waste and help you recoup a portion of your costs, but it helps build good community relations.

Utilize Government Support Programs

Inform yourself about the government support programs your business qualifies for and identify which meet your needs. Taking advantage of economic support can bolster your efforts to keep menu inflation at a level that still encourages your community to dine in or order out.