How Restroom Care Drives Business Performance
A growing majority of consumers value businesses’ well-kept restrooms so much that they are willing to spend more money when they encounter one, according to new national research. The number of Americans who will “definitely” or “probably” shell out more cash in response to clean restrooms has climbed to 62 percent from just 45 percent two years ago. Millennials and Gen Xers are the two generations most likely to open their wallets.
The study also found that almost three out of four Americans make it a point to visit a business because they know it has nice restrooms. Women are especially likely to show preferential treatment, as are Millennials and Gen Xers.
The findings are part of the 11th annual Healthy Hand Washing Survey conducted by Bradley Corporation that queried 1,005 adults and youth throughout the United States about public restroom preferences and hand washing habits.
“Increasingly, our survey underscores that clean restrooms attract business,” says Jon Dommisse, director of strategy and corporate development for Bradley Corp. “Even posting and maintaining a cleaning schedule in restrooms helps reassure customers the facility is clean. Over half who have observed such a schedule say it makes them feel more positive about the business.”
Even though consumers are keen on rewarding restroom-friendly companies, more Americans are having unpleasant experiences in a public restroom. A record-high 76% report having a particularly bad encounter in the survey, conducted Dec. 11 to 16, 2019.
Restrooms that are dirty or in disarray generate negative impressions causing customers to take their business elsewhere, according to the survey. Close to 60 percent of Americans will leave the business immediately or say they are unlikely to return after encountering unpleasant restrooms.
There are a number of grievances in public restrooms that trigger high levels of frustration. Among the most aggravating are clogged/unflushed toilets (85 percent), empty/jammed toilet paper dispensers (83 percent) and partition doors that don’t latch shut (78 percent). Women and Baby Boomers express the most annoyance about these inconveniences.
“Poor conditions are the main culprit behind people skipping hand washing during a restroom visit,” says Dommisse. “Lack of soap or paper towels and dirty or non-functioning sinks are the two most common reasons for not washing hands.”
Participants in the latest Healthy Hand Washing Survey were from around the country, were 14 years and older, and were fairly evenly split between men and women (47% and 53%).