Why the Restroom Experience Is the Next Competitive Advantage for C-stores

Three principles can shape a positive restroom strategy.

Dotti Haynes, Essity 11/25/2025

As convenience stores continue to evolve into destinations for high-quality food and beverages, operators are investing heavily in kitchen upgrades, digital ordering and premium coffee programs. Yet, the path to customer loyalty may be hiding in plain sight: the public restroom.

Recent research reveals that the state of public restrooms can make or break visitors' willingness to return, with 52% of people saying they've changed their behavior after a poor restroom experience — including reducing food and beverage purchases, limiting visits or avoiding a facility altogether. And data shows that convenience stores top the list as the location where restroom expectations are "rarely met," with 30% of respondents ranking them as the worst offenders, outpacing shopping malls (25%), sports stadiums (24%) and even fast food restaurants (19%).

Ultimately, when a restroom falls short of expectations — whether due to cleanliness, privacy or accessibility — patrons don't just notice, they act. For operators, this means the restroom is no longer an afterthought. It's a frontline differentiator that can drive repeat visits, positive reviews and even social media buzz.

Going Beyond Basic Restroom Cleanliness

Going beyond basic cleanliness sends a message to customers. Dr. Steven Soifer of the American Restroom Association said, "The quality of your restroom facilities can make the difference between someone feeling welcomed and valued, resulting in a return visit, or feeling overlooked."

This feeling of being overlooked when using a business' restroom can manifest in different ways. Someone with sensory sensitivities may be overwhelmed by loud hand dryers or harsh lighting. An older adult or caregiver may struggle with stalls that lack space or necessary fixtures.

In fact, 54% of venue visitors contend with some form of physical or cognitive challenge that impacts their restroom experience. And when design or maintenance falls short, customers respond — often by taking their business elsewhere.

Three Principles for a Better Restroom & Better Business

The path to inclusive hygiene — this idea of enabling a restroom environment that considers the full range of individual abilities and circumstances — doesn't require a full renovation or major overhaul. By empowering c-store managers and their teams to recognize and address possible restroom barriers, leaders can implement smart, effective solutions, often with simple changes that yield big results.

Here are three practical principles to guide your restroom strategy, as outlined in the "Inclusive Hygiene Playbook" recently released by Tork:

• Prioritize Cleanliness and Safety: Overflowing trash, damp fixtures and exposed paper products are immediate red flags for customers. Operators can minimize contamination risks with no-touch dispensers, enclosed toilet paper systems and high-capacity bins to prevent "overflow moments" during peak times. Additionally, visible cleaning protocols and frequent restocking not only improve perceptions, but also instill confidence in your establishment's commitment to hygiene.

• Design for Comfort and Privacy: The ideal restroom is not just clean, but also acts as a quick refuge from the outside world. Consider features such as floor-to-ceiling stalls, privacy gap covers, calming music to mask unwanted noises, and warm lighting. Hooks for bags and coats, changing tables in all restrooms, and large stalls for families or those with mobility aids can transform a stressful environment into a welcoming one. Even small changes, like providing soft paper towels or a pleasant fragrance, can make a lasting impression.

• Show That You Care: Generic signage and hidden cleaning efforts often go unnoticed. Instead, communicate your commitment to inclusive hygiene with visible "hygiene best practices" signs, cleaning logs and staff spotlights. Allow customers to share feedback through QR codes, and highlight sustainability efforts or accessibility features. When patrons feel cared for, they're more likely to reciprocate with positive behavior — and loyalty.

  
  

Restrooms: The Secret Ingredient in Customer Loyalty

When convenience stores deliver clean, comfortable and accessible restrooms, they show customers that every visit matters, whether someone is stopping by for their morning coffee, grabbing lunch on the go or choosing a family-friendly dinner option instead of the usual fast food spot down the street.

In practice, this means becoming the destination of choice: the place where a busy parent feels confident making a pit stop with their kids, where road-trippers plan their route to include your store, and where local workers opt for your grab-and-go meals because they know the entire experience will be positive. It's about building trust and encouraging those all-important repeat visits that drive foodservice sales and brand loyalty in today's hyper-competitive market.

In the race for loyalty and foodservice dollars, it might be one of the more important tools at your disposal.

In her role at Essity, a multibillion-dollar global professional hygiene company that is leading the industry with the Tork brand, Dotti Haynes is responsible for developing, driving and executing the Hospitality, Restaurant and Catering (HoReCa) segment marketing strategy within the North American, European and MEIA (Middle East, India and Africa) markets. She has more than 20 years of experience applying creative thinking to develop innovative strategic marketing solutions for B2B and B2C businesses.

Editor's note: The opinions expressed in this column are the author's and do not necessarily reflect the views of Convenience Store News.

Article resource: Convenience Store News