Quality washroom design is essential for consumers, says research
Tork, the global hospitality hygiene brand, revealed that 90% of consumers ‘would judge a hospitality operator on the quality of its washroom’, so much so that an ‘unattractive washroom’ would prevent 78% from returning to eat with an operator.
The survey of nearly 1,000 respondents commissioned by Tork, a brand of SCA Hygiene Products, revealed that décor* in a venue is the most important factor for consumers outside of food, service and price, clearly showcasing the importance of design and utilising quality products throughout a hospitality operator’s business, from bar to basin.
Should the quality and aesthetic appeal of a washroom fall below expectations, 56% of consumers would share their experience and opinion with friends and family, whereas only 36% of consumers would speak with the manager on duty at the time, with seven per cent voicing their dissatisfaction on email or through social media.
The little things that may not be front of mind for operators came through strongly on the survey when asked ‘what do you consider the most important aspects of a well-designed washroom?’ with ‘attention to detail such as coat hooks on doors’ ranked as the most important factor.
Jamie Wright, UK&I Communications Manager, SCA Hygiene Products, commented: “If you have a look at your washroom now, what do you see? How sharp is its design? What impression are you giving your customers? These results show that a customer’s perception of an operator is not just about the food, drink, price or service they receive, their thoughts are heavily influenced by every detail including the design of your washroom.
“Recognising the importance of this is essential in ensuring a memorable customer experience. Hospitality operators should look at all components of their washroom to create a flawless impression. It is easy to see the washroom in a venue as a functional room, but it is so much more to the consumer; design should never be an afterthought as this will go a long way to enhance customer experience and ensure they return.”
