Restroom cleanliness may not sound as glamorous as other popular convenience store initiatives like frictionless checkout or proprietary foodservice, but getting the basics of store cleanliness right has a massive impact on a business’s bottom line.
This goes double in the c-store channel where restrooms drive traffic, and customer perception of restroom sanitation can make or break a foodservice sale. What’s more, foodservice employees’ hygiene practices can directly affect the health of customers, making sanitation practices all the more vital.
When Tulsa, Okla.-based QuikTrip forayed into the fresh food business 10 years ago, it knew the condition of its restrooms would be a reflection on its prepared food business.
“Our thought process is that our core customers are in vehicles all day long, and our restrooms are their personal restrooms,” said Mike Thornbrugh, manager, public, government affairs for QuikTrip, which operates more than 800 stores in 11 states.
A Harris Interactive Survey conducted for Cintas Corp. confirms the importance of cleanliness to consumers. It found 94% of 1,000 adults surveyed would avoid a business in the future if they encountered dirty restrooms.
ISSA (International Sanitary Supply Association), a global cleaning industry association, found, according to multiple studies, customers value cleanliness more than many other factors when deciding to do business with an establishment.
Customers and food operators alike are also more attuned to the potential for infectious diseases, as well as the concept of food safety, as stories of foodborne illness more frequently appear in the news.
“Fear of sickness is the No. 1 driver in creating a cleaner environment,” said Mark Warner, ISSA’s Cleaning Management Institute education manager. “The other driver is the inherent value of clean appearances.”
Ambiance Appeals
When on a road trip, most customers have favorite c-stores at which they prefer to stop, and this usually revolves around restroom cleanliness, said Warner. “People will drive past stores to go to the cleanest ones,” he said.
To maximize appeal to customers, c-stores are investing in restroom upgrades from touch-free entrances and fixtures to high-quality sanitation practices and extra touches like artwork to create ambiance.
York, Pa.-based Rutter’s, which operates 73 c-stores in central Pennsylvania, West Virginia and Maryland, understands the value of spotless, attractive restrooms.
To appeal to customers, Rutter’s designed its restrooms with touch-free fixtures and easily cleanable wall and floor tiles. “The touch-free fixtures seem to be preferred by the public and allow for the most sanitary restroom experience,” said Jere Matthews, Rutter’s vice president of operations.
Although employees check the restrooms multiple times each shift, a restroom can become unsatisfactory in a short period of time. To ensure success, Rutter’s provides cleaning materials and trains employees on its restroom standards and best practices.
“Rutter’s utilizes a mobile machine for restroom cleaning that provides a quick and easy way for our team members to clean the restroom fixtures and floors,” said Matthews.
The chain also features a button inside each restroom that customers can press if they’re unhappy with its condition. If a customer pushes the button, it alerts an employee at the front sales counter to take the appropriate action to ensure the restrooms are meeting Rutter’s standards.
“The restroom sets the tone of the store; if it has a modern feel and fixtures, clean floors and no offensive odors, customers will be more likely to make purchases, both planned and impulse,” said Matthews.
Knoxville, Tenn.-based Pilot Travel Centers has also invested in upgrades to ensure its restrooms and showers are as comfortable as possible at its approximately 550 sites.
“We continue our commitment to upgrading our restrooms with modern tile and fixtures, state-of-the-art LED lighting, low-water-consumption toilets and eco-friendly dryers,” said Jason Nordin, Pilot’s chief operator.
Hygiene Protocols
Employee hygiene can also determine consumers’ purchasing decisions, especially with regard to foodservice.
“If employees are wearing clean uniforms, and are well groomed and practicing good hygiene skills, such as wearing gloves in the food area and washing their hands when visiting the restroom, this will have a positive impact on customers’ buying decisions,” said Matthews.
Both store and employee appearance can make or break a sale. That’s why many c-store chains set expectations on day one by making hygiene, hand-washing and store sanitation practices core parts of their training.
Employees are educated from day one of their employment with Rutter’s on hygiene and handwashing protocols. The chain’s employee hygiene training is a major component of its Hazard Analysis and Critical Control Points (HACCP) food safety program, which in addition to handwashing includes training on illness policies, proper glove use in the restaurant and dress code standards.
Rutter’s management verifies that handwashing takes place and posts reminder signs in the restrooms and foodservice areas.“Team members also police each other with regard to handwashing and are quick to tell a fellow employee when they fail to follow the procedure,” said Matthews.
This is also the case at Pilot Travel Centers, where team members also receive training in hygiene protocols, including handwashing, prior to handling foods, after cleaning any facilities and throughout their day.
At QuikTrip, restroom cleanliness and employee hygiene go hand in hand. “Staff is constantly checking restrooms and restocking necessary supplies,” said Thornbrugh.“If we don’t, customers will let us know.”
QuikTrip also trains employees on hygiene, and uses signage as reminders. “Customers notice employees and what they do,” he said. “Because of QuikTrip’s protocol, employees have their hands clean, and customers see us doing it the right way.”
