Clean Washrooms Convey a Message
By Angela Altass
Washrooms convey a message to customers: “Consumers associate clean restrooms with a well-run business,” says Kris Alderson, senior marketing manager, Bradley Company.
Bradley’s Healthy Handwashing Survey reports that 60 per cent of Americans said they would willingly spend more money at a business with clean, well-maintained restrooms. Another 60 per cent said that when out running errands, they take restroom breaks at businesses they know have reliably good restrooms.
“Consumers value and prioritize the cleanliness of restroom environments and will reward the business with their patronage, which is invaluable for convenience stores and carwashes,” says Alderson. “Conversely, bad restrooms have the opposite effect. More than half of respondents said an unclean or unpleasant public restroom shows poor management and causes them to lower their opinion of the overall establishment.”
While it’s been five years since the pandemic, 80 per cent of respondents still report being more conscious about coming into contact with germs due to COVID, says Alderson.
“Moreover, stores are the number one type of facility that cause people the most concern about germs, even more so than healthcare facilities,” says Alderson. “It may sound basic but increased cleaning and better stocking of supplies are among the most important upgrades to a restroom.”
Creating a unified, flowing design in restrooms can help create a clean and cohesive look, says Alderson: “Select washroom accessories that visually tie spaces together with a common motif. Look for product model portfolios of washroom faucets, dispensers, mirrors, hand dryers, etc. that are designed with similar aesthetics, including forms, colours, and finishes, to unify and harmonize washroom designs.”
Washroom maintenance will always be a top priority at Irving Oil locations, says Alex Cunningham, marketing manager Lead at Irving Oil.
“Customers are at the heart of everything we do and offering clean washrooms is a tangible way to show our thanks and respect for their loyalty to us,” says Cunningham. “A clean and well-maintained washroom is a key factor in our customers’ overall satisfaction and trust in our brand and we’ve learned through their feedback that having a reliable place for customers to stop is very important.”
This has been the fourth year that Irving Oil has offered customers a chance to win $10,000 for submitting feedback on their experience at an Irving washroom. Prizes are awarded in Irving’s three North American regions: Quebec, Atlantic Canada, and New England. Customers scan a QR code on the sign on washroom mirrors or the back of stall doors that opens a text message where they can type in the site code and provide feedback.
“Across all three of our regions, we receive over 20,000 pieces of feedback each year,” says Cunningham. “The majority of our feedback is very positive, with many valued customers expressing that they appreciate and can count on clean and welcoming stops for themselves and their families. We also value suggestions from our customers that can improve their experiences at our sites and we act on any constructive feedback as soon as it is received. We are proud to be known for having the cleanest washrooms on the road and the feedback generated from our Really Clean Washrooms program helps us continue to do better. Our retail partners, dealers and, most importantly, the frontline staff, make this a successful program.”
Products that promote hygiene should always be a priority for business owners who are upgrading their washrooms, says Anny Ang, director of channel marketing at Moen Canada.
“Not only does selecting high-quality touchless fixtures enhance the customer experience, it also simplifies daily tasks for staff,” says Ang. “The smartest thing a store owner can do to mitigate the need for frequent repairs is to install products that can withstand high-volume use.”
The Natural Resources Defense Council (NRDC), a non-profit environmental advocacy organization, recently released the sixth edition of Issue with Tissue Report and Sustainability Scorecard, which grades 145 different paper towel, toilet paper and facial tissue brands on their climate impact.
The report notes that some companies are now embracing forest and climate solutions. Georgia-Pacific has started selling 100 per cent recycled content toilet paper and Kimberly-Clark earned passing grades on the scorecard for the first time.
“Of the big three toilet paper makers, P&G is now the lone holdout,” said Ashley Jordan, report leader and corporate campaign advocate at NRDC. “But now, for the first time, we are seeing other major manufacturers take steps to end the tree-to-toilet pipeline.”
Washrooms can greatly affect a customer’s overall perception of a business, says Ang.
“Cleanliness and modernity are clear signs that a business is committed to providing a positive experience for their customers,” says Ang. “Installing high-quality products can help achieve a balance of attractive design with durability, ensuring that washrooms remain both functional and aesthetically pleasing over time. With the rise of smart products used in homes, it is only natural that consumers would look for that same level of modernity and innovation in commercial spaces. Moen is always committed to developing innovations and products that address the ever-changing needs and preferences of those in the commercial space.”
Bradley’s Healthy Handwashing Survey shows that 86 per cent of adults believe it is important to have touchless fixtures in a public restroom and 70 per cent day they are more likely to return to a business that offers no-touch capabilities in its restrooms.
“Mechanics used in touch-free technology have been significantly improved in just the past few years,” notes Alderson. “While some older touchless models have sensors that deliver spotty soap and water activations, today’s designs incorporate advanced sensing technology ensuring continuous and reliable washing and less soap splotches leftover in and around the basin, delivering a better end user experience.”
Paper towels are also still popular for customers, with 70 per cent of survey respondents saying they use them as hand-held shields to avoid skin contact with flushers, faucets and doors.
Hand drying options are a key part of achieving cleanliness in restrooms, says Joshua Griffing, director of marketing and international sales, Excel Dryer.
“Since its inception, innovation has fueled the evolution of the hand dryer industry,” says Griffing. “The most recent advancements revolve around environmental impact, design appeal, efficiency and hygiene. As concerns around germs heightened, Excel Dryer developed a new state-of-the-art filtering system to eliminate viruses and bacteria. To address the environmental impact, Excel Dryer tasked engineers with developing hand dryers that work faster and use less energy. Accessibility regulations have inspired innovative designs for sleeker models, and the demand for aesthetically appealing décor has brought about some of the most creative innovations, including hand dryers with custom covers.”
Excel Dryer recently joined forces with Metrix Labs to conduct a global survey engaging more than 4,000 participants across four groups: Architects and design professionals, facility managers, restaurant owners, and consumers. It showed the number one concern post-pandemic is cleanliness and hygiene and 80 per cent of those surveyed said they would not, or might not, return to a restaurant with a dirty restroom.
“Most customers know how important hand washing is for their health but many don’t realize how crucial the drying process is,” says Griffing. “Germs spread much faster on wet hands. Research from the University of Auckland, New Zealand found dry hands result in a 99 per cent reduction in the level of bacteria transmission when compared to wet hands. To put this another way, wet hands are 1,000 times more likely to transfer bacteria, so customers’ hands are never fully clean until they are clean and dry.”
Since 80 per cent of germs are transferred by touch, hands-free drying options go a long way to reduce cross-contamination, says Griffing.
“Touch-free features in public restrooms are no longer considered a perk,” says Griffing. “They’re a necessity with customers striving to touch as few surfaces as possible. To keep customers comfortable, happy, healthy and coming back, convenience stores and carwashes should aim for restrooms with the fewest touchpoints and the least paper waste. Paper towels on the floor and clogging up toilets give the appearance of a dirty restroom.”
