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Businesses have to work hard at creating a good reputation through the image they create. This is called a positive image.

A positive image is created by high standards in:

• Appearance of staff
• Hygiene
• Attitude
• Standard of facilities
• Corporate image

Appearance of staff

Staff play a crucial role in the impression customers have of an outlet. An untidy, scruffy or dirty appearance presents a very poor impression of the person and the business.

^{Well-presented staff create a professional image and customers are more likely to think highly of the business.}

Uniforms help to promote the outlet’s image and create the impression that staff are part of a team. They also make it easy for customers to identify who the staff are.

Uniforms should be clean, ironed and have no buttons missing or hems down. Shoes should be polished and high heels avoided, for both comfort and safety reasons. Make up and jewellery should be kept to a minimum.

Hygiene

Good personal hygiene is important. Washing daily and using deodorant are essential, but strong perfumes and shaving products should not be used as they may be unpleasant for customers and can also taint food.

Hair should be clean and tidy and long hair should be tied back, especially for staff handling food and beverages. Habits like playing with your hair or chewing gum do not give a good impression.

Fingernails should be short and clean and only a wedding ring is allowed by many businesses. Rings can harbour bacteria or stones may become loose and fall into food.

Attitude

A pleasant, welcoming smile makes people feel you care. Being courteous and showing an interest in what they are saying creates a good impression.

A sullen, bored expression creates the opposite impression and can appear rude. Tone of voice should be welcoming, calm and unhurried, if you are abrupt and disinterested customers feel undervalued and unwelcome.

Standard of facilities

Facilities means all physical aspects of the business, like the building, décor, furnishings and any item used when providing a service.

All facilities should be spotlessly clean. Public areas in hotels will require continuous dusting, polishing and tidying throughout the day.

Toilet areas must be regularly checked and cleaned. Items like toilet rolls, soap and paper towels should be replaced before they run out.

^{In a hotel, bedrooms need to be serviced daily.}

Hotel bed linen should be replaced when there are any signs of wear. Maintenance, like replacing light bulbs, should be carried out quickly and damaged or worn items of furniture should be repaired or replaced.

Furnishings in the restaurant should be spotless, checked regularly for wear and replaced as necessary.

An ambient, well decorated space adds to the dining experience. Crockery, glassware and cutlery should be clean and free from damage.

There should be an ongoing programme of redecorating to present a fresh clean appearance in all areas of the building.