Keep It Clean

Your location’s cleanliness and sanitation may be one of the most important factors in attracting new customers—and in keeping the ones you’ve already got.

Cleanliness, so the expression goes, is next to godliness, and while no expert would elevate the need for a tidy restaurant to the realm of spiritual enlightenment, many are passionate about one point: Now is not the time to slack on the suds.

According to a recent retail consumer study performed by M/A/R/C Research and National In-Store, 14 percent of consumers polled said they would stop visiting a store that was not as clean as they would like. Moreover, 29 percent said they would continue visiting an unclean store only if it was absolutely necessary. While this study focused on a wide range of retail establishments, the quick-service sector would be wise to pay attention to these figures.

“Clearly, cleanliness is an important component of the consumer experience,” says Randy Wahl, senior vice president of M/A/R/C. “This has a direct impact on the amount of spending a retailer can capture.”
Jim Miller, a principal with the foodservice cleaning and sanitization company Ecolab, says that impact is only going to become more significant as consumers’ wallets tighten in this economy and they grow increasingly less forgiving about a restaurant’s appearance.

“Customers are not as forgiving during these economic times,” Miller says. “When they do actually spend the money to go out and treat themselves, they want to have a good experience. They’re much more discerning these days. If they don’t get that experience, it’s going to lead to a lost customer.”

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