Bathrooms can make or break a convenience store’s reputation.
A positive or negative bathroom experience can often determine whether or not a customer visits a store again. And because people often share their experiences via word of mouth, what they say can influence many other people as well.
“A restroom is a very memorable space, good or bad,” said Yang Clark, senior business development manager with plumbing fixture and bathroom accessory maker Bradley.
Some c-store chains have made clean, eye-catching bathrooms a calling card. Shoppers routinely praise Buc-ee’s bathrooms on social media. Maverik recently topped Cintas’ best bathroom contest, with Hops Shops’ disco-themed restrooms also listed among the finalists.
But while a great restroom can help build repeat customers, a bad experience in one can be disastrous.
“Consistency is very important,” said Tammy Rozga, president of c-store design consultancy Rozga Business Solutions.
A third of people surveyed by Bradley said that a sub-par restroom could make them leave without doing everything they intended to do in a business, and over a quarter said they would tell others about their bad experience. Forty-three percent said they wouldn’t bother complaining to management.
“Most of us don't complain, we just don't come back,” said Clark. “So as an owner, you lose business without even knowing.”
If restrooms are kept reasonably clean and maintained, retailers probably won’t have to worry about dealing with backlash. But to really wow customers, they’ll need to do more than just scrub the floors and restock the soap dispensers .
“People have higher expectations now … everybody wants a little bit more hospitality,” said Clark.
Style and stalls
C-store retailers should not skimp on space. This isn’t only important to comply with the Americans with Disabilities Act, but also because customers don’t want to feel cramped when they’re washing their hands or using the toilet.
“You want to be able to maneuver easily, with your clothes not touching everything,” said Clark. “It gives you a more relaxed and comfortable feel when you're in a nice, spacious restroom.”
Rozga also said lighting is key. Well-lit bathrooms help customers feel safer and more comfortable.
When it comes to toilet stalls, U.S. customers are well acquainted with doors that don’t fully close or have wide gaps near the floor. To make restrooms welcoming, a retailer should consider installing taller doors and partitions that go all the way to the floor. These afford customers more privacy but will need some way to indicate when the stall is in use.
“Consider gravity or soft-closing doors for noise reduction, and ensure the door latch works consistently to withstand frequent use,” said Clark. A Bradley survey found that 78% of people have used partition doors that don’t latch properly.
Touchless fixtures are another way to elevate the experience, Rozga said. Customers appreciate the automated features, and c-stores can rest assured that toilets will flush each time and that sinks won’t be left running.
Retailers may also want to consider an air freshener that either dispenses periodically or is triggered by the door, she noted.
When it comes to the look and feel of the space, continuing colors and design from the inside of the store through the bathroom design can also make the place feel more connected, said Clark.
She also said retailers should think about small comforts, such as a safe, accessible place where people can set a cup or hang a coat. Small touches like these can make a big difference for customers.
Washing and drying
A big, age-old question in bathroom design is: paper towels or air dryers? While the right balance will vary from store to store, Rozga said a hand dryer is “an absolute must” for retailers.
Hand dryers use relatively little electricity — Clark noted that Bradley’s hand dryers use about $1 of electricity per 1,000 dries — and workers won’t need to refill them or worry about running out or dealing with overfull garbage cans. It can also avoid some maintenance issues.
“You don't have the towels ending up in the toilet, which is very common,” Rozga said.
However, having at least one paper towel dispenser for customers dealing with something like a spill can earn goodwill.
Whichever answer a retailer chooses, wet hands can create wet floors, causing safety issues.
One way retailers can prevent that is by installing sinks that include not just water faucets and soap but also a hand dryer. With this setup, customers don’t need to walk across the room with dripping hands.
“I think that that is a newer technology, definitely more on trend,” said Rozga.
How to keep it clean and maintained
Cleaning top-rated bathrooms also shouldn’t require too much of employees’ time.
Rozga, who used to work in operations with 7-Eleven, said dedicating time to regular cleaning is vital. She learned in that role how important it is to make sure that cleaning tasks are clearly assigned to a specific team member and that expectations are clear.
She suggested checking every hour to make sure bathrooms are well stocked with toilet paper, soap and other essentials and to do a simple wipedown. While employees should also dedicate a half hour or more at least once a day to performing a more thorough cleaning, the hourly check-ins ensure messes don’t get out of hand.
“When you're going in the cooler and you're pushing everything forward or front-facing, you also want to pop into the restroom and make sure that you have all the proper supplies,” said Rozga.
Clark noted that technology can help. For instance, one soap reservoir can feed multiple dispensers, meaning workers only have to fill one location.
Rozga noted that retailers shouldn’t neglect cleaning fold-away baby changing stations. “I think it's one of those areas that sometimes gets forgotten,” she said.
Retailers can encourage customers to report sub-par restroom conditions with technology like FeedbackNow, used by Road Ranger, that with the push of a button alerts staff to problems. A simple sign asking customers to let staff know if there’s a problem can also help.
Clark noted that it’s wise to select materials that meet low-emitting criteria, such as Greenguard-certified products. These emissions can not only contribute to smelly restrooms but can also cause allergic reactions in some people.
It’s also vital to keep in mind that people will vandalize restrooms. Materials that can be easily cleaned and repaired help a retailer maintain a welcoming look, said Rozga.
“When a customer goes in and they see a beautifully designed space with nice wall tile and floor tile, it definitely goes to show that there was more pride put into that restroom.”
