Kroger’s Dress Code Gets A Makeover | Fast Five Shorts
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.
Watch the full Fast Five episode here: https://youtu.be/YTVMA7yS7-g
00:00 - Untitled
00:25 - Customers Struggled to Spot Associates — The Reason Behind Kroger's New Uniforms
00:50 - Kroger Dress Code: A Step Toward Recovery?
01:08 - Where's the Help? Struggling to Find Assistance in Stores
01:38 - Why This Move Matters: Signaling Store Importance
02:09 - A Kroger Shopper's Take
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 AAccording 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 AThe change was driven by customer feedback suggesting shoppers had trouble finding staff.
Speaker AKroger HR VP Carl Neiman said associates were, quote, not as visible or as available, end quote, as the company thought.
Speaker AThe rollout wrapped at the end of August.
Speaker AAnd store leader uniforms now include button down shirts and quarter zip tops.
Speaker AAll right, Ella, the first two have been a doozy.
Speaker AI'm curious what this next one is.
Speaker BYeah, we're keeping it simple.
Speaker BBuy or sell a new dress code at Kroger being a necessary step towards recovery.
Speaker AOh, I like that.
Speaker AI like that.
Speaker AOh, man.
Speaker AI 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 AThe problem they cited in this story, I've had this problem numerous times.
Speaker AI frequent Ralph's when I go to California and when I walk into those stores, I have no idea who can help me.
Speaker AAnd 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 ASo, you know, so it is a real problem, I think here that is potentially impacting sales.
Speaker ABut there's a more important reason that I like this move, Ella.
Speaker AThe other thing I like about this move is that I think it is a signal.
Speaker AIt's a signal from Greg Forend, the new CEO, that the stores matter, the store experience matters.
Speaker AIt tells the entire organization that the bar and the expectation around service has been raised.
Speaker ASo look out, store managers, because the expectations on you are higher.
Speaker AYou'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.
Speaker AAnd do I like that as a Kroger shopper?
Speaker AI sure as heck do.
Speaker AYou.
