Clean restrooms: how important are they to restaurant consumers?

Abstract

There are many choices to make in restaurant dining, and for experienced consumers, the expectation of safe, quality food has increased. The foodservice industry is in a challenging and competitive environment. Determining what factors of customer satisfaction are important to maintain or increase market share is critical to success. For consumers, there are few opportunities to evaluate food handling, safety and cleanliness practices of a restaurant. Research has shown that consumers are concerned with restroom cleanliness, with a functioning restroom having a positive influence on customers' perception of the restaurant; and has also been shown to impact the choice of where to eat or whether to return to a restaurant. This study tested these assumptions by using a data set from the southwestern US, finding that consumers are concerned with restaurant cleanliness and food safety, with restrooms an important factor to consumers when assessing the cleanliness of an eating establishment.