September 24, 2008
CSD: Failure To Clean Keeps Customers Away
Through a special arrangement, presented here for discussion is an excerpt of a current article from Convenience Store Decisions magazine.
Customers at convenience stores and restaurants are far less likely to return if they find restrooms that are unhygienic or poorly stocked with supplies, according to a recently completed national online survey.
The survey, sponsored by SCA Tissue North America and conducted online by Harris Interactive among a sample of 2,175 adult U.S. foodservice customers, found that of the 97 percent of U.S. adults who visit convenience stores and restaurants, 86 percent think restaurant hygiene is very important to their dining experience. Also, 88 percent of those who visit restaurants agree that restroom cleanliness reflects the hygiene standards throughout the restaurant, including kitchen and food-prep areas.
The survey also found 29 percent said they would never return to a restaurant with an extremely unclean or unsanitary restroom. The percentage of never-returns is much higher among people 35 and older (33 percent) than those 18 to 34 years of age (20 percent).
Negative restroom experiences trigger strong negative word of mouth, the poll found. Fifty percent of those who visit restaurants said they would tell their friends and family about a negative experience at an unclean or unsanitary restaurant restroom, and 46 percent said they would avoid going to a restaurant because of a bad experience with a restaurant’s restroom that they had visited themselves or one they heard about from others.
Also, 42 percent of those who visit restaurants reported using toilet paper or paper towels to avoid touching things inside an unclean restroom in order to protect themselves from unhygienic conditions. The percentage was higher among 35-to-44-year-old females.
According to the poll, the top 10 restroom issues that would prevent restaurant patrons from returning are, in order of importance:
- Overflowing toilets: Fifty-eight percent said this would prevent them
from going to a c-store or restaurant. - Unpleasant odors: Fifty-seven percent
reported they would never return. - Floors that were slippery or dirty with
buildup, gum or other residue: 49 percent. - Partitions, doors, doorknobs,
walls or fixtures were dirty: 38 percent. - Dirty and wet sinks and countertops:
38 percent. - Insufficient toilet paper: 33 percent.
- Overflowing trash cans: 31 percent.
- Insufficient liquid soap: 28 percent.
- Toilet paper dispenser didn’t work:
22 percent. - Management or employees unavailable to report problems to: 19
percent.
Convenience store owners have heard the message loud and clear. For example, the Worsley Cos., which began rolling out a convenience store prototype late last year, introduced touchless restrooms so customers don’t have to get their hands dirty. Open Pantry Food Marts of Wisconsin also invested heavily in its restrooms as its commitment to foodservice increased.
“We are very passionate about our restrooms because we feel they go hand in hand with the foodservice side of our business,” said Jim Fiene, senior vice president of Open Pantry. “The foundation of food is having clean facilities that customers would prefer to frequent. If we want to grow in food, we need to set ourselves apart with our restrooms. We want to be known for cleanliness before we introduce new food.”
Discussion Questions: How would you rate restrooms at convenience stores compared to other retail formats and restaurants? Does having clean restrooms become even more essential as convenience stores expand their food offerings? What’s the secret to maintaining clean bathrooms at retail?
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Having never personally encountered a road restroom that was anything but pristine, I feel severely unqualified to comment. But here goes, as soon as someone scares away the wasps and hands me the Sears catalogue.
After innumerable road trips over the years with multiple co-conspirators of the female persuasion, I’ve learned that they don’t like roadside bushes and will tcb (take care of bidness) in any location that offers a modicum of privacy. The complaints always come, of course, but they come AFTER they’ve tcb’d. It’s the UNBL principle (use now, b—- later).
Who do you know that chooses retailers for their restrooms? This research reports that respondents have preferences (Miss America always “prefers” world peace), but in reality we know that people don’t always perform according to their research responses. While laws insist that foodservice providers supply restrooms (except for many Starbucks, it seems), who really frequents, prefers, or avoids food purveyors or other retailers for their backend depositories? I am of the so-called 50+ age-of-incontinence, but even though I don’t yet have that problem the conditions of retailer restrooms never enters my mind. My philosophy is that what I’m leaving behind is always less savory than what I will encounter. So far, that’s worked out pretty well. Except for the wasps, of course.
Clean bathrooms and other facilities are really a part of the whole customer experience. Convenience stores are just that. Customers run in and run out and use these stores for the convenience factor. Stopping to go to the bathroom while gassing up or getting a snack is very common and stores need to be more aware of the condition of the restrooms. Some of the major convenience store chains in Canada and the U.S. have strict hourly checklists to maintain the bathrooms. Smaller and private stores are worse than average when it comes to cleanliness. The only way to maintain a presentable bathroom is to have an hourly checklist. If it is part of the daily duties, then it will become more routine and managers and customers will see more consistency in cleanliness. Consistency in cleanliness is critical to multi-unit chains as customers will probably shop 2 or 3 different locations depending on the customer’s location. And if a customer doesn’t come back because of a dirty bathroom? I do not blame them. What else isn’t clean and up to standard in the store?
“Clean” is important in every retail business. Restrooms are even more important. Dirty restrooms are not totally inherent in convenience stores alone. McDonald’s and the Walmarts of the world have had dirty restrooms in certain areas. Clean restrooms are almost a sign of how well managed a retail establishment is and whether or not someone is on top of the details. Absolutely, convenience stores that want to expand their food business should focus on clean.
Adding routine checks to the procedures for employees will assure the restrooms are tidy. Also, a note in the room. “We try to keep this room clean for you, so if it needs attention please tell us. Thank you for your patronage!”
Whether food is sold or not, who wants to go into a restroom that isn’t clean, sanitary and well maintained? The answer: Nobody!
The importance of clean restrooms is a leading indicator of the mindset change c-store operators must affect to make the transition from retailer to food-service operator. The standards consumers impose are understandably higher for outlets offering prepared food. Add to this wait-times, employee appearance and demeanor, cleanliness of the selling floor (and particularly maintenance of any dine-in area provided). It’s not much of a stretch to think that new operators would be better off reading the McDonald’s training manuals instead of 7-Eleven’s.
Clean and well stocked restrooms are part of making customers feel comfortable while they are shopping. I would not go back to any shop (no matter how cheap or low in price) or restaurant (no matter how good the food) that does not make me feel comfortable. It is just plain common sense that if you want people to spend money in your facility, make them comfortable!
This is just so basic in running any business that allows customers to use their bathrooms. While anyone selling food is the worst, who wants to buy anything at a store that thinks so little of cleanliness?
Years ago, the Chairman of the Board of Randall’s Supermarkets made a great comment about inspecting stores. “I do not look in the aisle, I look in the corners” If the aisles are dirty then you have an even greater problem. Restrooms are like the aisles; having clean restrooms in today’s world is just the price of admission to get in the game.
Too many customers think it’s OK to be slobs in restrooms outside of their own homes, making the challenge for retailers even harder. But it’s definitely one they need to tackle to get people to keep coming back. Sometimes a person cannot wait until they get home and in spite of the disrespect they may show with their behaviour, it’s even more important for retailers to consider this part of their responsibility for good customer service. I can understand employees not wanting to clean up after people (maybe Congress should pass a law saying they can opt out if it’s against their beliefs?) but it is absolutely essential, in my view, for a way to be found.
Clean and appealing restrooms are essential and as the study shows, affect repeat visits and negative word of mouth. Regular inspections are key from store staffers, the manager as well as “mystery shoppers” who can offer additional feedback on the overall store experience.
It’s amazing to me how many restrooms are not only minimally clean but do not even provide a ledge or hook for a woman to hang her purse. Who wants to put your purse or other belongings on a dirty floor?
Retailers and convenience store operators would find it worthwhile to critique their own restroom facilities by asking a group of customers and/or store associates for their opinions. Simple improvements like regular cleaning and shining, decor, sanitizer as well as soap, purse ledge, and even flowers can add greatly to the overall shopping experience!
What we have lost in common sense we spend big, big dollars today to learn the obvious.
Today’s consumers operate under a heightened state of alert about issues like product safety and the cleanliness of restrooms. They remain vigilant about any product or situation that puts the health/safety of them and their loved ones in jeopardy. Indeed, several websites and books even inform consumers where they can make a convenient pit stop while away from home or work.
Obviously, consumers’ concerns here do have merit–in some cases. But I also think today’s c-stores carry the unfortunate weight of the sins of gas stations of yore, i.e., the stereotypical dirty gas station restroom. For many in that channel who have worked hard to overcome that image, the reality simply hasn’t caught up to the stereotype.
All merchants should remain vigilant about the store experience, including cleanliness. It’s an integral part of the shopping experience that helps determine whether it’s a one-time visit or the beginning of a long-term relationship. One idea: follow the path of the Charmin pop-up potties launched in Times Square during the 2006 holiday shopping season. Comfortable, clean restrooms staffed by attendants with a lounge area. Not saying retailers need to go to those lengths, but torquing that portion of the store experience would quickly put them in a different class.
There is obvious linkage between high levels of customer satisfaction with store cleanliness (and a host of other factors). For example, we typically find from our Customer Experience Management programs with petro-convenience that all categories of “cleanliness”–exterior and interior, particularly restrooms–have very high correlations with overall customer satisfaction and business retention.
Of course, no retailer has an operational policy to keep their facilities as filthy as possible. The trouble is measuring and enforcing brand standards for cleanliness. Progressive retailers have embraced Customer Experience Management programs that gather “voice of the customer” feedback to continuously monitor operational performance and leverage that information to proactively address problem areas. While not simple by any stretch, it’s certainly working for brands like Esso who are winning as a result.
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Having never personally encountered a road restroom that was anything but pristine, I feel severely unqualified to comment. But here goes, as soon as someone scares away the wasps and hands me the Sears catalogue.
After innumerable road trips over the years with multiple co-conspirators of the female persuasion, I’ve learned that they don’t like roadside bushes and will tcb (take care of bidness) in any location that offers a modicum of privacy. The complaints always come, of course, but they come AFTER they’ve tcb’d. It’s the UNBL principle (use now, b—- later).
Who do you know that chooses retailers for their restrooms? This research reports that respondents have preferences (Miss America always “prefers” world peace), but in reality we know that people don’t always perform according to their research responses. While laws insist that foodservice providers supply restrooms (except for many Starbucks, it seems), who really frequents, prefers, or avoids food purveyors or other retailers for their backend depositories? I am of the so-called 50+ age-of-incontinence, but even though I don’t yet have that problem the conditions of retailer restrooms never enters my mind. My philosophy is that what I’m leaving behind is always less savory than what I will encounter. So far, that’s worked out pretty well. Except for the wasps, of course.
Clean bathrooms and other facilities are really a part of the whole customer experience. Convenience stores are just that. Customers run in and run out and use these stores for the convenience factor. Stopping to go to the bathroom while gassing up or getting a snack is very common and stores need to be more aware of the condition of the restrooms. Some of the major convenience store chains in Canada and the U.S. have strict hourly checklists to maintain the bathrooms. Smaller and private stores are worse than average when it comes to cleanliness. The only way to maintain a presentable bathroom is to have an hourly checklist. If it is part of the daily duties, then it will become more routine and managers and customers will see more consistency in cleanliness. Consistency in cleanliness is critical to multi-unit chains as customers will probably shop 2 or 3 different locations depending on the customer’s location. And if a customer doesn’t come back because of a dirty bathroom? I do not blame them. What else isn’t clean and up to standard in the store?
“Clean” is important in every retail business. Restrooms are even more important. Dirty restrooms are not totally inherent in convenience stores alone. McDonald’s and the Walmarts of the world have had dirty restrooms in certain areas. Clean restrooms are almost a sign of how well managed a retail establishment is and whether or not someone is on top of the details. Absolutely, convenience stores that want to expand their food business should focus on clean.
Adding routine checks to the procedures for employees will assure the restrooms are tidy. Also, a note in the room. “We try to keep this room clean for you, so if it needs attention please tell us. Thank you for your patronage!”
Whether food is sold or not, who wants to go into a restroom that isn’t clean, sanitary and well maintained? The answer: Nobody!
The importance of clean restrooms is a leading indicator of the mindset change c-store operators must affect to make the transition from retailer to food-service operator. The standards consumers impose are understandably higher for outlets offering prepared food. Add to this wait-times, employee appearance and demeanor, cleanliness of the selling floor (and particularly maintenance of any dine-in area provided). It’s not much of a stretch to think that new operators would be better off reading the McDonald’s training manuals instead of 7-Eleven’s.
Clean and well stocked restrooms are part of making customers feel comfortable while they are shopping. I would not go back to any shop (no matter how cheap or low in price) or restaurant (no matter how good the food) that does not make me feel comfortable. It is just plain common sense that if you want people to spend money in your facility, make them comfortable!
This is just so basic in running any business that allows customers to use their bathrooms. While anyone selling food is the worst, who wants to buy anything at a store that thinks so little of cleanliness?
Years ago, the Chairman of the Board of Randall’s Supermarkets made a great comment about inspecting stores. “I do not look in the aisle, I look in the corners” If the aisles are dirty then you have an even greater problem. Restrooms are like the aisles; having clean restrooms in today’s world is just the price of admission to get in the game.
Too many customers think it’s OK to be slobs in restrooms outside of their own homes, making the challenge for retailers even harder. But it’s definitely one they need to tackle to get people to keep coming back. Sometimes a person cannot wait until they get home and in spite of the disrespect they may show with their behaviour, it’s even more important for retailers to consider this part of their responsibility for good customer service. I can understand employees not wanting to clean up after people (maybe Congress should pass a law saying they can opt out if it’s against their beliefs?) but it is absolutely essential, in my view, for a way to be found.
Clean and appealing restrooms are essential and as the study shows, affect repeat visits and negative word of mouth. Regular inspections are key from store staffers, the manager as well as “mystery shoppers” who can offer additional feedback on the overall store experience.
It’s amazing to me how many restrooms are not only minimally clean but do not even provide a ledge or hook for a woman to hang her purse. Who wants to put your purse or other belongings on a dirty floor?
Retailers and convenience store operators would find it worthwhile to critique their own restroom facilities by asking a group of customers and/or store associates for their opinions. Simple improvements like regular cleaning and shining, decor, sanitizer as well as soap, purse ledge, and even flowers can add greatly to the overall shopping experience!
What we have lost in common sense we spend big, big dollars today to learn the obvious.
Today’s consumers operate under a heightened state of alert about issues like product safety and the cleanliness of restrooms. They remain vigilant about any product or situation that puts the health/safety of them and their loved ones in jeopardy. Indeed, several websites and books even inform consumers where they can make a convenient pit stop while away from home or work.
Obviously, consumers’ concerns here do have merit–in some cases. But I also think today’s c-stores carry the unfortunate weight of the sins of gas stations of yore, i.e., the stereotypical dirty gas station restroom. For many in that channel who have worked hard to overcome that image, the reality simply hasn’t caught up to the stereotype.
All merchants should remain vigilant about the store experience, including cleanliness. It’s an integral part of the shopping experience that helps determine whether it’s a one-time visit or the beginning of a long-term relationship. One idea: follow the path of the Charmin pop-up potties launched in Times Square during the 2006 holiday shopping season. Comfortable, clean restrooms staffed by attendants with a lounge area. Not saying retailers need to go to those lengths, but torquing that portion of the store experience would quickly put them in a different class.
There is obvious linkage between high levels of customer satisfaction with store cleanliness (and a host of other factors). For example, we typically find from our Customer Experience Management programs with petro-convenience that all categories of “cleanliness”–exterior and interior, particularly restrooms–have very high correlations with overall customer satisfaction and business retention.
Of course, no retailer has an operational policy to keep their facilities as filthy as possible. The trouble is measuring and enforcing brand standards for cleanliness. Progressive retailers have embraced Customer Experience Management programs that gather “voice of the customer” feedback to continuously monitor operational performance and leverage that information to proactively address problem areas. While not simple by any stretch, it’s certainly working for brands like Esso who are winning as a result.