Congratulations to the teams at Twin Hill and Dimensions!
On Monday, April 17, McDonald’s U.S.A. launched two new contemporary uniform collections, including Timeless Elements, which was designed by Dimensions’ Senior Designer Bindu Rivas. Twin Hill was awarded the contract to outfit up to 200,000 McDonald’s crew members and managers located in 3,500 restaurants, from Wisconsin down to Texas. They also won an exclusive arrangement to provide all tailored manager suiting for all 14,900 McDonald’s restaurants across the U.S. “It’s a different look and times are changing. I feel refreshed and better about my job. I get a lot of compliments from customers too.” – McDonald’s employee
We sat down with Daryl Stilley, SVP and Managing Director, Lynn Helfrich, Director of Program Management for Twin Hill, and Bindu Rivas, Senior Designer, Dimensions for a Q&A on the win:
Q. Bindu, what inspired you when designing the new uniforms? What are your aspirations for the employees who’ll be wearing them?
We live in a hectic world and time has become a luxury. McDonald’s has embraced this with progressive changes to their brand, including a number of different interior concepts. It was important to create a single collection that complimented each of the different looks. With that in mind, I wanted to create a flexible range with simple garments that were practical, modern and relevant to the McDonald’s brand today, while retaining minimal design and bridging the gap between function and fashion. A collection that would allow easy transition from the restaurant to a social environment and for employees to create their own individual looks with many possible combinations. I hope that the employees who wear the Timeless collection will feel empowered and will benefit from the comfort, fit and functionality of the range and be proud to wear it.
Q. Daryl, how would you describe the teamwork between Twin Hill and Dimensions to win this business?
My counterpart in Dimensions, Hayley Brooks, Managing Director, and I have a very collaborative approach to winning international business. Our teams work together to support the greater goal of expanding our corporate apparel group across the globe. Chris Collopy, VP of Growth at Twin Hill, and Andrew Bacon, Head of Sales at Dimensions, worked hand in hand to deliver a robust offering, stellar presentation, and assembled a great team to represent the corporate apparel group. You will see many more international wins coming from this collaborative approach.
Q. Lynn, once Twin Hill won the business, what has been the most challenging part of launching this program?
McDonald's set an extremely aggressive timeline for this launch. Typically you would have anywhere from 6 – 9 months to prepare for a launch. This was done in 4 months with the added challenges of integrating systems for a universal ordering website, centralized call center, as well as expedited production and delivery of the collections.
Q. Daryl, what haven’t I asked that you’d like to share with the Tailored Brands team?
This win has required all hands on deck in our corporate apparel group. From design and sales, to planning and production, to finance and account setup, the teams have delivered at a non-stop pace with world-class service and integrity that is to be commended. I could not be more proud of these teams and to have partnered with such an iconic brand as McDonald's. This win has put us on the Quick Serve Restaurant (QSR) map in the U.S. and I expect many more brands in this industry to follow. The men and women of McDonald's will be lovin’ the way they look!