Pizza Today - March 2019 - 32

for all locations.
"While our uniforms are very simple, we
use quality, long-lasting materials for the
t-shirts to keep our employees comfortable
and happy," he says. "That good feeling
translates directly to the 'back to the basics'
philosophy we have about our food and
how we welcome our guests. Pupatella
is focused on creating a fun, easygoing
atmosphere where our guests can enjoy
quality pizza prepared simply and with the
best ingredients."
WHILE PUPATELLA'S UNIFORM EVOLVED
OUT OF CUSTOMER RESPONSE, GREENVILLE
AVENUE PIZZA COMPANY IN DALLAS,
TEXAS, sought to create a brand within

its brand centered around its pizza
makers, Pizza Slayers. The uniform is
a key element. Pizza makers are part
of GAPCo's brand focus and a major
customer touch point for the New Yorkstyle counter-service operation with an
open kitchen.
Owner Sammy Mandell worked with
a branding agency to create and unify
GAPCo's new brand and its uniforms.
He went through several versions and
variations before the Pizza Slayer uniform
was solidified.
"It can't just be a guy wearing a t-shirt
with a logo," he says. "It's got to be more
than that. Let's work on a chef 's coat,
but not just a chef 's coat, something new
and up-to-date. I remember going to my
branding company who I shoot a lot of
ideas through and I was struggling. I have
this idea and this brand now, I want to
figure out the image, the look. I want the
tools on them.
"We wanted to make sure that every
part of this was fully thought out," Mandell
says, especially its holster and pizza tools.
"This took a year to get to this point. We
took a design patent out on it. We have
to own this, just like trademarked Pizza
Slayer." The end result is a sleek chef 's
coat, functional pizza tools in a holster and
interchangeable items like headbands and
hats.
"Outside of the Pizza Slayer uniform,
our staff wears updated shirts that we
make roughly every two to three months,"
Mandell says. "We use those shirts to
spread new branding and slogans. It doesn't
really cost us anything since the team
always wants the new stuff."

There are other factors to consider when
incorporating uniforms into your brand.
They are:
* QUALITY. "A lot of times they want
to go with the cheapest and the cheapest
isn't always the best route," Dennis says.
"I think investing in the uniform is
important because it is day-in-and-dayout. It would be the same as putting cheap
chairs in there that get sat in every single
day. There is so much opportunity in the
world of attire for employees, especially
at restaurants because you have all of the
fabrics, you have all of the materials and
you have all of the styles. There is a lot
of opportunity to do something within
a uniform that you can't necessarily do
through your food service or through your
environment. You have a whole different
palette of options to choose from when it
comes to clothing."
* DRESS CODE. "I think having a
manual for your employees, with not only
how they should act related to your brand
and how they should communicate with
customers, but what they should wear
is importan," Dennis says. "Give them
options. It's hard today because no one
wants to, or an employee wants to be put
into this mold of 'Hey, you have to look
like this.' You have to see if there is a way
for them to still be the human that they
are, but put some regulations around it -
but regulations that allow personality to
come through.
* ROTATION. Dennis sees validity in
refreshing shirts often. "Let's just say you
have the same ad out for two years and it
says the same thing for two years and they
disregard it," she says. "They've already seen
it. They are not going to look at it again.
So putting fresh things in front of the
customer allows them to engage with it."
Customer-facing employee uniforms can
also be used for advertising. "The employee
is like a walking billboard," Dennis says.
"You have two canvases. You have a front
and a back of that t-shirt. Letting your
brand voice speak through that t-shirt,
what it's saying specifically with the
graphics and text - there is so much
advertising you can do to your current
customer base through employee t-shirts
or attire." n
DENISE GREER

Today.

is executive editor at Pizza



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
Pizza Today - March 2019 - 36
Pizza Today - March 2019 - 37
Pizza Today - March 2019 - 38
Pizza Today - March 2019 - 39
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
Pizza Today - March 2019 - 87
Pizza Today - March 2019 - 88
Pizza Today - March 2019 - 89
Pizza Today - March 2019 - 90
Pizza Today - March 2019 - 91
Pizza Today - March 2019 - 92
Pizza Today - March 2019 - 93
Pizza Today - March 2019 - 94
Pizza Today - March 2019 - 95
Pizza Today - March 2019 - 96
Pizza Today - March 2019 - 97
Pizza Today - March 2019 - 98
Pizza Today - March 2019 - 99
Pizza Today - March 2019 - 100
Pizza Today - March 2019 - 101
Pizza Today - March 2019 - 102
Pizza Today - March 2019 - 103
Pizza Today - March 2019 - 104
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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