Every customer has had the experience. You’re at a concert, restaurant or airport, you walk into the bathroom, and it’s gross.
The stalls have gaps, the sinks don’t work, the paper towel machines are out of paper. You hold your breath and leave feeling like your skin is crawling.
“The restroom actually plays a surprisingly large role in shaping the overall customer experience, especially after COVID,” said Yang Clark, senior business development manager at Bradley.
A survey from Bradley, released last week, backs that up. More than 4 in 5 consumers report that an unclean or unpleasant restroom has a negative impact on their overall impression of an establishment, the survey of over 1,000 U.S. consumers found.
Businesses that ignore the restroom’s impact on overall customer experience may be losing out on loyalty and sales.
The survey found that 7 in 10 say they are more likely to return — and even spend more — at a business with clean, maintained bathrooms.
The restroom experience is particularly significant for restaurants and cafes, hotels, retail businesses, airports and offices, Clark said.
Customers want cleanliness, functionality, privacy and comfort, and accessibility, according to Clark. Their perception contributes to overall satisfaction — and brand image, too.
Consider the impact of cleanliness on food service. If the bathroom isn’t clean, what’s to say the kitchen is? That thought “can really affect the revenue,” Clark said.
For retailers, especially luxury brands, offering a pleasant bathroom experience can encourage people to continue shopping.
“For women, you're shopping, you're trying on clothes, you're walking a long time. You don't have a place to really rest, but the restroom can serve as a lounge,” Clark said. “You can relax. And then, if you feel good, you probably go back and shop more.”
Consumers were also in agreement about the need for more privacy. Nearly three-quarters of adults said restrooms don’t provide enough “personal space.” Over half wanted the gaps around the stall door to be closed, and nearly half wanted doors that extend to the floor.
The top amenities respondents said they would want include shelves or hooks for personal items, a restroom attendant to ensure the bathroom is clean and stocked, and larger stalls.
Investing in the bathroom experience may cost establishments upfront, but it can pay dividends in the future, Clark said.
“Bathrooms are often seen as a reflection of how much an establishment actually values its customers," Clark said. "If an establishment takes care of the bathroom, it sends a message that it cares about all aspects of the customer experience, not just the lobby looks really nice, but even goes back to the restaurant.”
