Target Corp. is rolling out a new dress code for food-and-beverage employees, the latest effort to reboot its grocery operations and consumers’ shopping experience.
Store staff on Target’s grocery team will start wearing hats and aprons during every shift to make them more easily identifiable to customers, according to a memo reviewed by Bloomberg News. The change is effective Nov. 1.
Earlier this year, Target began requiring store staff to wear red shirts with blue jeans or khakis. The hats and aprons are in addition to the current attire.
The new accessories will display the Good & Gather brand, which is the retailer’s private-label food line that is approaching $4 billion in annual sales. Workers can also opt for visors instead of hats, according to the memo.
A company spokesman on Tuesday said the move is part of Target’s strategy to elevate the guest experience, and that the new accessories are functional and distinctive.
The Minneapolis-based retailer has been revamping its grocery business as part of a broader effort to reverse three years of weak sales. Under new Chief Executive Officer Michael Fiddelke, Target has focused on improving merchandise , the shopping experience and technology. It’s spending billions of dollars on employee training and other store enhancements.
The latest dress code update is designed to distinguish Target’s food-and-beverage area and differentiate staff who are more knowledgeable in its grocery offerings. Target’s employees in beauty studios and technology counters also have their own attire.
To further boost its food footprint, Target has added more space for fresh produce and trendy products ranging from mushroom coffee to gluten-free cereal. It’s also expanded the size of its food section by more than 20% in nearly 150 remodeled locations and more than 50% in 300 new stores . At the same time, the company has cut back on some pantry staples that shoppers aren’t buying or can get elsewhere.
Target’s efforts have shown early signs of fruition, with Target’s grocery sales rising in the single digits in the last quarter. Over the next few years, its food-and-beverage sales are expected to grow by more than $2 billion.
Retailers periodically update dress codes when they want to reinforce their brand identity. Kroger Co., which also has a new top boss, recently updated its store-staff uniform policy for the first time in a decade.