MENOMONEE FALLS, Wis.—A growing majority of consumers value businesses’ well-kept restrooms 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 restrooms has climbed to 62% this year from just 45% two years ago.
The study found that almost three out of four Americans make it a point to visit a business because they know it has nice restrooms. Women are especially likely to show preferential treatment, as are millennials and Gen Xers, who are the two generations most likely to open their wallets when presented with such amenities. The findings are part of the 11th annual Healthy Hand Washing Survey conducted by Bradley Corporation.
“Increasingly, our survey underscores that clean restrooms attract business,” said Jon Dommisse, director of strategy and corporate development for the Bradley Corporation, in a press release. “Even posting and maintaining a cleaning schedule in restrooms 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 76% report having a particularly bad encounter. Restrooms that are dirty or in disarray generate negative impressions, causing customers to take their business elsewhere, according to the survey. Nearly 60% of people surveyed say they would leave the business immediately or say they are unlikely to return after encountering unpleasant restrooms.
For more on how clean restrooms factor into how your customers experience your brand, read “Back to Basics” in the August 2018 issue of NACS Magazine.