Superdry awards restaurant vouchers as Christmas rewards


With nearly 3,000 employees and 123 stores around the UK, Superdry faces a difficult challenge in celebrating the Christmas season with its staff.

In December 2013, the retailer presented every employee with a £30 Restaurant Choice gift voucher to fund their team Christmas outing. The vouchers could be spent at more than 1,500 restaurants across the UK, including Café Rouge, Jamie’s Italian, Nando’s, PizzaExpress, The Handmade Burger Co and Yo! Sushi.

The previous year, Superdry provided PizzaExpress gift vouchers, which were handed out to store managers to organise events for their team.

Karen Kear, retail operations administrator at SuperGroup, says: “We took the decision to give everyone the opportunity to celebrate Christmas together at a restaurant of their choice. 

“The extensive restaurant network allowed staff to choose where they wanted to dine and nationwide coverage meant we could send vouchers out to all stores.”

Each store manager was give £30 worth of gift vouchers for each employee and the teams then decided where to hold their Christmas celebration.

The gift vouchers were handed out in a special presentation wallet with a personalised message.

“The initiative was really well received,” says Kear. “Staff appreciated the choice.”