We ask: Can Washrooms Impact Your Bottom Line?
Last week, our friends at Starbucks announced the end of their ‘open-door’ washroom policy, reigniting an ongoing conversation in the retail and restaurant industry.
While the coffee giant’s decision marks a big shift from its 2018 policy, it highlights a broader truth every retailer needs to consider:
Are washrooms just a legal necessity, or are they a powerful driver of customer experience?
This led us to ask…
Can Washrooms Impact Your Retail Company’s Bottom Line?
Consider this: 64% of customers say a business’s washroom conditions directly affect their perception of the company.
At first glance, this data suggests it isn’t just about customer comfort — it’s about your bottom line.
Or is it?
“Washroom conditions” is an all-encompassing term, and we’ll unpack that in a moment.
Digging deeper, we found this stat: The American Society of Interior Designers reports that businesses investing in interior design, including their washrooms, see an average 10% increase in revenue.
But here’s the catch — this statistic is vague. Interior design includes everything from lighting and fixtures to flooring and signage. And it applies to all businesses, not just retailers and restaurants.
So, we kept digging.
The 2023 Healthy Handwashing Survey by Bradley Corp. found that nearly 60% of Americans specifically seek out businesses with clean, well-maintained restrooms. More importantly, they’re willing to spend more money at these establishments.
Ah, now it feels like we’re getting somewhere.
Here’s what this all means.
What Really Matters? Design, Maintenance, and Cleanliness
What does the research reveal? Yes, washroom conditions do, in fact, impact customer experience and brand perception (and let’s be honest—we’ve all experienced that sinking feeling when facing a run-down washroom).
When you break it down, it comes down to three key factors.
Design Matters
Modern washroom design goes beyond aesthetics. A well-designed facility can positively impact both operations and customer experience it:
- Reduces long-term operational costs through easier maintenance
- Enhances user comfort and satisfaction
- Incorporates hygiene-focused elements like touchless fixtures
- Creates a competitive advantage in customer experience
For example, a study by FontanaShowers found that touchless faucets in airport restrooms significantly improved both hygiene metrics and user satisfaction scores.
Maintenance Matters
Regular maintenance isn’t just about fixing problems but also preventing them. Even decades-old research from Facilities Management reveals principles that still ring true today:
- Restroom renovations can lead to lower operating costs through improved efficiency
- Smart material choices (like seamless epoxy flooring instead of tile and grout) significantly reduce maintenance time
- Proactive maintenance extends fixture lifespan and prevents customer complaints
- Well-maintained facilities protect your design investment while supporting cleanliness efforts
The fundamentals haven’t changed, even if the materials and technologies have evolved.
Cleanliness Matters
The numbers tell a compelling story:
- 52% of customers will either not return or think twice about returning after a lousy washroom experience
- 32% will share negative experiences with friends or on social media
- 60% of customers associate unclean washrooms with poor management
Industry-Specific Impact: The Real Cost of Neglect
Research from Cintas reveals that dirty washrooms would cause customers to avoid:
- Restaurants – 79 percent
- Hotels – 79 percent
- Health Care Facilities – 77 percent
- Supermarkets – 50 percent
- Retail Stores – 45 percent
- Gas Stations – 45 percent
- Car Dealerships – 39 percent
While this study dates back to 2011, post-pandemic, these numbers likely represent an even stronger consumer preference for cleanliness and hygiene.
What Can Retailers Do?
1. Invest in Smart Design
- Focus on durability and ease of maintenance
- Consider touchless technology
- Prioritize proper ventilation and lighting
- Choose materials that simplify cleaning
2. Implement a Robust Maintenance Schedule
- Regular inspections
- Preventive maintenance
- Quick response to repairs
- Documentation of maintenance activities
3. Establish Cleanliness Standards
- Create detailed cleaning protocols
- Train staff on proper procedures
- Regular quality checks
- Monitor and address customer feedback
The ROI of Better Washrooms
As Jon Dommisse, Bradley‘s VP of Marketing and Corporate Communication, notes, “Customers place a high value on clean restrooms and reward businesses that offer them.”
This reward comes in the form of:
- Increased customer spending
- Higher customer retention
- Positive word-of-mouth
- Enhanced brand reputation
- A competitive advantage
The Bottom Line
If customer experience matters to you, then every customer touchpoint matters to you.
Your washroom facilities are both a necessity and an opportunity to make a great impression.
I know what you’re thinking: a washroom?
Yes. By investing in your environment through proper design, maintenance, and cleanliness, you’re investing in your customer experience. This can drive increased revenue, stronger customer loyalty, and enhanced brand reputation.
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