New Study by Washie Reveals Why Your Bathroom Matters
When discussing MULO (multi-location) brands, we focus on their inventory, menu, drive-thru, and talent. But you don’t always hear much about the paper towel dispenser or the toilet plunger in the bathroom —until Washie.
If a consumer walks out of a bathroom talking about the appearance or smell of a restroom at a restaurant, retailer, C-store, or service business, they may not want to return, no matter how good that burger and fries were.
So, let’s engage in some “potty talk.”
A new study by Washie reveals that if a restroom experience and the technology in a bathroom are high quality, customer satisfaction and loyalty are positively impacted.
The study (which included a panel of 1K consumers and multiple brands) reveals that clean, innovative restrooms are valued by retail, fast/casual, and convenience-store customers and directly influence their decision to return. Washie was clever in its polling, using QR codes within restroom stalls. They also performed sentiment polling.
A whopping 93% of respondents said that restroom cleanliness is critical to their in-store experience when stopping at a location. This indicates that for many consumers, the condition of public restrooms directly influences their perception of the business brand and whether they will choose to return.
Going into further depth- many respondents held issues with solutions like paper seat covers, which they perceived as ineffective or inconvenient. The study found that 91.1% of respondents preferred a more modern solution. This highlights a growing trend: consumers want public restrooms that incorporate more modern innovations that provide both practical benefits and a more profound sense of hygiene and comfort.
The study underscored broader consumer expectations for modernized public facilities. Restrooms are no longer seen as secondary concerns—they have become a vital part of the customer journey, influencing decisions to revisit, especially in travel centers and convenience brands. Now that travelers rely on small screens to find roadside stops, they may choose one C-store brand over another based on bathroom reviews. “Stinky” bathroom reviews may also have a negative impact on families with young kids, who need restrooms for diapering and emergency breaks.
“Consumers increasingly view restrooms as a direct reflection of a business’s overall commitment to cleanliness and customer care,” said Rob Poleki, CEO of Washie. “Businesses that prioritize innovative hygiene solutions will improve customer satisfaction and foster loyalty.”
The study’s findings directly correlate clean, modern restrooms and customer loyalty. 93% of customers stated that restroom cleanliness directly impacts their overall perception of the business, making it a critical factor in brand reputation.
Additionally, 91.1% of respondents preferred modern hygiene technologies over traditional methods like paper seat covers. Finally, 96.3% of respondents indicated that they would return to a location over a competitor precisely because of more hygienic restroom solutions than others.
So, next time your management performs field visits, encourage them to take a bathroom break and clean up your toilet rankings!
For more innovations in the MULO world, please join us at Street Fight LIVE on November 7th in Chicago. We assure you the restrooms at Meta’s headquarters will be impeccable!
