Kroger just updated its store dress code for the first time in a decade, putting nearly 400,000 associates across 21 chains in company-issued shirts after shoppers said they were having trouble finding employees.
Can something as simple as a new uniform actually improve the store experience? Chris Walton explains why the move could signal something much bigger about Kroger’s expectations for its stores.
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Transcripts
Speaker A:
Kroger has updated its store uniform policy for the first time in a decade, now requiring nearly 400,000 store associates across all 21 of its chains, including Fred Meyer and Ralph's, to wear company issued shirts instead of their own tops.
Speaker A:
According to Bloomberg, the new shirts feature Kroger's shopping cart logo on the front and back and come in blue, red and black, with each corporate division choosing one color.
Speaker A:
The change was driven by customer feedback suggesting shoppers had trouble finding staff.
Speaker A:
Kroger HR VP Carl Neiman said associates were, quote, not as visible or as available, end quote, as the company thought.
Speaker A:
The rollout wrapped at the end of August.
Speaker A:
And store leader uniforms now include button down shirts and quarter zip tops.
Speaker A:
All right, Ella, the first two have been a doozy.
Speaker A:
I'm curious what this next one is.
Speaker B:
Yeah, we're keeping it simple.
Speaker B:
Buy or sell a new dress code at Kroger being a necessary step towards recovery.
Speaker A:
Oh, I like that.
Speaker A:
I like that.
Speaker A:
Oh, man.
Speaker A:
I wouldn't say it's a necessary condition for recovery, for the turnaround to take hold, but I do think it's a darn good first step.
Speaker A:
The problem they cited in this story, I've had this problem numerous times.
Speaker A:
I frequent Ralph's when I go to California and when I walk into those stores, I have no idea who can help me.
Speaker A:
And it's a problem that gets particularly amplified because when I'm in California, Ella, when I'm in California, I like to buy certain types of products, namely some spirits and oftentimes those spirits under lock and key.
Speaker A:
So, you know, so it is a real problem, I think here that is potentially impacting sales.
Speaker A:
But there's a more important reason that I like this move, Ella.
Speaker A:
The other thing I like about this move is that I think it is a signal.
Speaker A:
It's a signal from Greg Forend, the new CEO, that the stores matter, the store experience matters.
Speaker A:
It tells the entire organization that the bar and the expectation around service has been raised.
Speaker A:
So look out, store managers, because the expectations on you are higher.
Speaker A:
You've got those shirts, you're going to be wearing them and the expectation is that you're going to be wearing them with pride.
