Clubs Keep It Fresh For Members With Innovative Tabletop Strategies

Tabletop design from H. Weiss Company
Tabletop design from H. Weiss Company

Do you remember the time when there was a label on just about everything? You would go and sit down at your white tablecloth restaurant only to see the restaurant’s logo printed on almost everything on the table.

Liz Weiss
Liz Weiss

This is how it used to be in the corporate and country club world. You would sit down and see a logo encased in gold on the rim or in the center, maybe a bread plate with a logo or perhaps a coaster. Your drinks would even come with a logo’d stirrer and a logo on your beverage napkin. Regardless if you like it or not logos have been an overwhelming aspect of tablecloth dinnerware for sometime. You used to find it everywhere, on your butter cap, your silverware, your ashtray and of course on the matches. So what is it all for, in case we forget what restaurant we are eating at?

We get it, you like your logo and you want your customers to see it as much as possible. This time is happily coming to an end and while it may seem like something you don’t want to see go it is going to help in the long run. Now there are much less logos for many more reasons. First of all, we all know where we are. Your customers do not need constant reminders! Logos are expensive to imprint and take time to place large orders. It also takes up space to store the minimum orders. These are things to consider before you go logo-crazy and put it on every item you serve on.

I haven’t even gotten to talk about style either. We all want to be “in” and unfortunately those with logos all over the plates are not.  You want to provide your culinary team with low profile plates with a cleaner line and less decoration.

This allows the chef to really create with a blank canvas as opposed to working around a big logo.

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Lenox has a nice variety of crest ware that is high quality, inexpensive and beautiful. I’m not saying to throw out all your logoed dinnerware and never have a logo again; we just need to find a middle ground so it can be tasteful.

Obviously logos are not going anywhere, I just want to give you some options to keep your costs down, stay on trend, and still impress your guests. Place your logo discretely on the pour lines of your wine glasses. This protects profit and discretely allows for all your beverages to be equal. You even get to keep your coveted logoed beverage napkins, just remember to keep it small and tasteful. As for your dinner plates, if you really love to have your logo on it, center it, make it something to uncover and discover at the end of your meal.  Another tasteful trick is to imprint your logo on cold drink cups so you can advertise when you are walking around. You can even put your logo on the guest towels in the bathroom, in case you want to remind them where they are.  And of course the classic logoed matchbook so that your guests can take something home as a memento, not to mention the basically free
advertising.

All of these items are a more simple, classier, and most importantly cheaper way to imprint your logo. You will save time and money waiting on custom china and it will be less cumbersome to put in your bag then a butter dish. While still providing advertising and displaying that logo you put so much effort into. It’s a new era of culinary dining so let’s leave the gold etched logos in the past.

Liz Weiss is the President and co-owner of Armonk, NY based H. Weiss Co. She is known nationally as one of the nation’s foremost authorities on tabletop design. The Michigan State graduate is also actively involved with WPO-Women’s Presidents Organization. Comments may be sent to eweiss@hweiss.net