Looking to Increase Business? Start by Maintaining the washrooms
Survey: 62% of consumers say clean washrooms increase their spending. A growing majority of consumers value businesses' well-kept washrooms 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 washrooms has climbed to 62% this year from just 45% two years ago. Millennials and Gen Xers are the two generations most likely to open their wallets.
The study also found that almost 3 out of 4 Americans make it a point to visit a business because they know it has nice washrooms. 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.
Put cleaning on the schedule
"Increasingly, our survey underscores that clean washrooms attract business," says Jon Dommisse, director of strategy and corporate development for Bradley Corp. "Even posting and maintaining a cleaning schedule in washrooms 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. This year, a record-high 76% report having a particularly bad encounter.
"While it's encouraging that consumers are willing to reward businesses that have nice washrooms, there is a growing disconnect that more Americans are experiencing unpleasant washrooms," Dommisse said.
Business blowback from bad washrooms
washrooms that are dirty or in disarray generate negative impressions causing customers to take their business elsewhere, according to the survey. Close to 60% of Americans will leave the business immediately or say they are unlikely to return after encountering unpleasant washrooms.
There are a number of grievances in public washrooms that trigger high levels of frustration. Among the most aggravating are clogged/unflushed toilets (85%), empty/jammed toilet paper dispensers (83%) and partition doors that don't latch shut (78%). 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," Dommisse noted. "Lack of soap and/or paper towels and dirty and/or non-functioning sinks are the two most common reasons for not washing hands."
The 11th annual Healthy Hand Washing Survey by Bradley Corp. queried American adults and youth online Dec. 11-16, 2019. Participants were from around the country, were 14 years and older, and were fairly evenly split between men and women (47% and 53%).
Bradley is a leading manufacturer of commercial plumbing fixtures, washroom accessories, restroom partitions, emergency fixtures and solid plastic lockers.