Many small and medium-sized enterprises (SMEs) focus on product taste, price, and service. However, there is one thing that is often overlooked, even though it has a strong influence, namely the appearance of the business.
Appearance is not only about aesthetics, but also reflects cleanliness, neatness, and professionalism that customers immediately perceive.
Attractive carts, kiosks, or shops.
A cart or kiosk with a consistent color scheme, clear lettering, and a simple but easy-to-remember logo will create a more professional impression. A bright lighting arrangement is also important so that the product looks fresh and attractive. Don't forget to provide adequate trash bins so that the business area stays clean.
Staff Uniforms and Appearance
Staff who are neat and clean will increase customers' trust. A consistent uniform provides the business with its identity, while cleanliness attributes such as gloves when handling food, hair coverings, clean shirts and pants, and closed-toe shoes, convey a hygienic impression while also maintaining product quality.
Tools and Equipment
Avoid using second-hand tools that are unsuitable, for example a plastic bucket that has been used for wall paint to store food. Equipment that is clean and functions properly emphasizes that your business pays attention to consumer safety and health.
That appearance is important. A clean cart or kiosk, neatly dressed staff, the use of hygienic equipment, adequate lighting, and an orderly business area will make customers feel comfortable. Consumers not only judge the taste of the product, but also how the business looks. With a good appearance, small and medium-sized enterprises will be more trusted, healthier, and more professional in the eyes of customers.
SME Performance: Between Perception and Regulation
Appearance is not merely the outward look; it is a reflection of the operational culture and the seriousness of a business in guaranteeing quality and safety. In countries such as Singapore and Malaysia, regulations regarding food hygiene and the standards for business premises are already very detailed; this serves as a good reference for SMEs to enhance consumer trust and regulatory compliance.
Examples of regulations from Singapore and Malaysia.
Singapore has a cleanliness grading system for food businesses that are supervised by the National Environment Agency (NEA) and the Singapore Food Agency (SFA). Criteria include the cleanliness of the premises, the suitability of equipment, food handling practices, and staff personal hygiene. An enterprise whose performance is consistent can obtain Bronze, Silver, or Gold certificates.
Standard SS 583:2022 Malaysia: a code of practice for food safety management in food service establishments. This standard aims at the implementation of a basic Food Safety Management System (FSMS) based on HACCP principles, as well as hygiene practices for food handling and documentation.
There are also regulations in Malaysia such as Food Hygiene Regulations 2009 (Malaysia Food Hygiene Regulations), which require registration and inspection of food premises, and monitoring of compliance with hygiene aspects on a routine basis.
The Malaysian government also frequently carries out walkabout, namely an activity in which government officers conduct on-site inspections in the field, reviewing kiosks, restaurants, carts, or bazaars, to determine whether business operators have complied with the cleanliness regulations and the standards that have been established. and campaigns for the hygiene of food premises, such as the Ramadan bazaar food hygiene and safety program, which involve inspections, briefings to business operators, and public education.
On campuses such as UKM, Universiti Kebangsaan Malaysia, there are periodic inspections and assessments of the rating of food premises, to ensure that food hygiene and safety standards are met by the campus cafeterias.
The interrelationship of appearance with regulation and consumer trust
Based on the regulations and practices above, several aspects of the business's appearance are highly relevant and often evaluated in inspections or grading:
| Appearance Aspect | Relevance of Regulations / Inspections | Benefits for SMEs |
| Cleanliness of Premises (clean floor, clean walls, no insects / pests) | NEA / SFA in Singapore checks whether the food preparation areas, common areas, and equipment are clean and pest-free. | Consumers feel safe and are not worried about health risks; a positive reputation. |
| Visual Attribute (color, logo, signage, lighting) | Regulatory standards focus more on hygiene, but visual/appearance aspects become external indicators for consumers and inspectors (e.g., clear signage, food labeling). In Singapore, clear signage and non-misleading labels are important. | Facilitates the identification of the business, attracts customers, differentiates from competitors. |
| Staff Uniforms and Appearance | Personal hygiene is part of Good Hygiene Practices; the use of gloves, hair coverings, and clean clothing. An example within small-scale business guidelines in Singapore. | Reducing contamination, giving the impression of professionalism and trustworthiness. |
| Suitable equipment and supplies | Regulations require the use of equipment that is suitable, clean, and well-maintained; do not use second-hand containers that are unfit. Food premises that do not meet hygiene standards can be closed. | Prevent contamination, improve operational efficiency, extend the life of the equipment. |
| Lighting / Layout / Ventilation | The physical condition of the area affects inspection; sufficient lighting helps visitors and staff; good ventilation is also part of hygiene. NEA and other regulations require adequate lighting and sanitation of the work area. | The product looks more attractive; the risk of accidents/poorly lit equipment can be avoided; the work area is more comfortable. |
| Waste Management / Waste | Food hygiene regulations usually require that waste be properly managed — with sufficient trash bins, covered if necessary, and not attracting pests. For example, in Malaysia, cleanliness inspections of food premises are used as the basis for closure when waste and hygiene are poor. | The business environment remains clean, the aroma does not disturb, the inspection assessment is positive. |
A Practical Guide for SMEs to Improve Appearance
Based on the regulations and best practices from Singapore and Malaysia, here is a practical guide that SMEs can apply:
Consistent visual branding
Choose one or two dominant colors for the appearance of the cart/kiosk/shop. Create a logo that is simple and easy to read from a distance. Ensure signage (text, menu list) uses clear, legible type, an adequate size, and weather-resistant materials.
Cleanliness of the Premises' Environment
Floors and walls are swept and washed regularly, there is no standing water, table surfaces and work areas are easy to clean, cleaning tools are provided and used.
Staff Appearance and Personal Hygiene
Clean and neat clothing/uniform, closed-toe shoes if the job permits, gloves when handling ready-to-eat / prepared foods, hair coverings (hairnet / cap) to prevent hair from falling into the food.
Adequate and appropriate equipment.
Use clean containers; do not use used items that are unsuitable (for example, a used paint bucket); cooking, storage, and serving equipment must be easy to sanitize; damaged or cracked equipment must be replaced.
Lighting and Ventilation
Bright lighting in the work and display areas, ventilation sufficient to prevent excessive smoke, odor, or humidity, and adequate space for staff and customer traffic.
Waste and Wastewater Management
An adequately sized and strategically located trash can; close the lid if necessary to prevent pests; trash disposal must comply with local regulations.
Documents and Certifications When Required
If SMEs sell food, make sure to register the food premises with the relevant health authorities, attend food handler training if required, and keep records of inspections and internal audits to identify areas that need improvement.
The appearance of small and medium-sized enterprises is far more than just “tidiness”; it reflects Concern for health, safety, quality, and business image.From regulatory references in Singapore and Malaysia, we see that hygiene standards, staff appearance, proper use of equipment, waste management, and the business visuals (logo, colors, signage) all play a role.
When SMEs pay attention to these things, consumers feel more comfortable and confident to buy, the risk of negative evaluations or regulatory actions (closures, fines) decreases, and the business can appear more professional and competitive.
So, it is indeed true: That appearance is important. Not only because of aesthetics, but because it is the foundation of the perception of quality, safety, and professionalism of a business.
May all SMEs take heed of it and implement it so that the world will see and also enjoy the culinary wealth of Indonesian SMEs with the full flavor of happiness.
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