Pizza Today - March 2019 - 30

FRONT OF THE HOUSE

They got the look
Uniforms are a vital branding element

S

lap your logo on a t-shirt.
Branding is done, right? Not
quite. Your staff 's uniform
carries a great weight on how your
customer perceives your pizzeria's brand.
A uniform and attire is a major
customer touch point, says Amy Dennis,
CEO at Nice Branding Agency in
Nashville, Tennessee. "The uniform is
no less important than the food you are
serving or what your logo looks like or
whatever it may be that you consider part
of your band," she says.
A brand is not so easy to establish. It's
not a tangle thing. "A brand is created
from the customer's viewpoint," Dennis
says. "It's an opinion formed by the
customer about things that they've felt or
feelings that they get interacting with the
business."
But, you can influence that perception
3 0 / P I Z Z AT O D AY. C O M / M A R C H 2 0 1 9

and it starts long before uniforms are
discussed. Business owners need to tap
into three foundational elements of
branding. "They have to know what their
positioning statement is," Dennis says.
"They have to know what their brand
attributes are and they have to know their
visual direction. If they have those three
pieces set, that's the only way that they
have a chance of making their uniform
align with those items.
"Let's say you are doing the casual
uniform and you have sophistication
as one of your brand attributes, that's
probably not going to align," she says.
"Your uniforms have to align with those
brand attributes. They can't contradict
them."
PUPATELLA, BASED IN ARLINGTON,
VIRGINIA, IS A NEAPOLITAN-STYLE, FAST-

S TOR Y DE NI SE G R EER
P H OTO JOSH K EO W N

CASUAL CONCEPT. "Pupatella's uniform

of fedora and logoed t-shirt is fun, funky,
hip and most importantly, comfortable,"
says owner Enzo Algarme. "Anastasyia
and I have always been into fashion and
love experimenting with clothes and
accessories. We have always tried to create
our own trends rather than follow others,
and I think this shows in our restaurants,
from the uniforms to the décor and the
look of our pizzas."
The fedora began as a way for Algarme
to show off his hat collection and they
struck a chord with customers. "I started
wearing my hats to work, and the
fedora was an instant hit...cool looking,
comfortable and not bulky," he says. "It
was easy to wear all day, so we added them
to the employee uniform, as well. Once
customers started to recognize our cool,
funky hats, we decided to roll with them


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Pizza Today - March 2019

Table of Contents for the Digital Edition of Pizza Today - March 2019

Pizza Today - March 2019
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Tony’s Trending Recipe
Road to Pizza Expo
Destinations
Knead to Know
Learning From Others
Non-Traditional Locations
Pizza Expo Preview
Pizza Head, St. Louis
Mozzapi, Louisville
Preferred Supplier
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Pizza Today - March 2019 - CT1
Pizza Today - March 2019 - CT2
Pizza Today - March 2019 - Pizza Today - March 2019
Pizza Today - March 2019 - Cover2
Pizza Today - March 2019 - Commentary
Pizza Today - March 2019 - 4
Pizza Today - March 2019 - 5
Pizza Today - March 2019 - Contents
Pizza Today - March 2019 - 7
Pizza Today - March 2019 - 8
Pizza Today - March 2019 - 9
Pizza Today - March 2019 - Contributors
Pizza Today - March 2019 - 11
Pizza Today - March 2019 - Expo Spotlight
Pizza Today - March 2019 - 13
Pizza Today - March 2019 - Interact
Pizza Today - March 2019 - 15
Pizza Today - March 2019 - Conversation
Pizza Today - March 2019 - 17
Pizza Today - March 2019 - Man on the Street
Pizza Today - March 2019 - 19
Pizza Today - March 2019 - Tony’s Trending Recipe
Pizza Today - March 2019 - 21
Pizza Today - March 2019 - Road to Pizza Expo
Pizza Today - March 2019 - 23
Pizza Today - March 2019 - Destinations
Pizza Today - March 2019 - 25
Pizza Today - March 2019 - Knead to Know
Pizza Today - March 2019 - 27
Pizza Today - March 2019 - 28
Pizza Today - March 2019 - 29
Pizza Today - March 2019 - 30
Pizza Today - March 2019 - 31
Pizza Today - March 2019 - 32
Pizza Today - March 2019 - 33
Pizza Today - March 2019 - 34
Pizza Today - March 2019 - 35
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Pizza Today - March 2019 - 37
Pizza Today - March 2019 - 38
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Pizza Today - March 2019 - 40
Pizza Today - March 2019 - 41
Pizza Today - March 2019 - 42
Pizza Today - March 2019 - 43
Pizza Today - March 2019 - 44
Pizza Today - March 2019 - 45
Pizza Today - March 2019 - 46
Pizza Today - March 2019 - 47
Pizza Today - March 2019 - 48
Pizza Today - March 2019 - 49
Pizza Today - March 2019 - 50
Pizza Today - March 2019 - 51
Pizza Today - March 2019 - 52
Pizza Today - March 2019 - 53
Pizza Today - March 2019 - 54
Pizza Today - March 2019 - 55
Pizza Today - March 2019 - Learning From Others
Pizza Today - March 2019 - 57
Pizza Today - March 2019 - 58
Pizza Today - March 2019 - 59
Pizza Today - March 2019 - Non-Traditional Locations
Pizza Today - March 2019 - 61
Pizza Today - March 2019 - 62
Pizza Today - March 2019 - 63
Pizza Today - March 2019 - Pizza Expo Preview
Pizza Today - March 2019 - 65
Pizza Today - March 2019 - 66
Pizza Today - March 2019 - 67
Pizza Today - March 2019 - Pizza Head, St. Louis
Pizza Today - March 2019 - 69
Pizza Today - March 2019 - 70
Pizza Today - March 2019 - 71
Pizza Today - March 2019 - 72
Pizza Today - March 2019 - 73
Pizza Today - March 2019 - Mozzapi, Louisville
Pizza Today - March 2019 - 75
Pizza Today - March 2019 - 76
Pizza Today - March 2019 - 77
Pizza Today - March 2019 - 78
Pizza Today - March 2019 - 79
Pizza Today - March 2019 - Preferred Supplier
Pizza Today - March 2019 - 81
Pizza Today - March 2019 - 82
Pizza Today - March 2019 - 83
Pizza Today - March 2019 - 84
Pizza Today - March 2019 - 85
Pizza Today - March 2019 - 86
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Pizza Today - March 2019 - 105
Pizza Today - March 2019 - 106
Pizza Today - March 2019 - 107
Pizza Today - March 2019 - 108
Pizza Today - March 2019 - 109
Pizza Today - March 2019 - Pizza Today Yellow Pages
Pizza Today - March 2019 - 111
Pizza Today - March 2019 - 112
Pizza Today - March 2019 - 113
Pizza Today - March 2019 - 114
Pizza Today - March 2019 - 115
Pizza Today - March 2019 - 116
Pizza Today - March 2019 - The Marketplace
Pizza Today - March 2019 - 118
Pizza Today - March 2019 - 119
Pizza Today - March 2019 - 120
Pizza Today - March 2019 - 121
Pizza Today - March 2019 - 122
Pizza Today - March 2019 - 123
Pizza Today - March 2019 - 124
Pizza Today - March 2019 - 125
Pizza Today - March 2019 - 126
Pizza Today - March 2019 - 127
Pizza Today - March 2019 - 128
Pizza Today - March 2019 - Reader’s Resource
Pizza Today - March 2019 - 130
Pizza Today - March 2019 - Cover3
Pizza Today - March 2019 - Cover4
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