Why Clean Matters to Your Customers

Based on a restaurant survey, customers emphasize the importance of cleanliness when they decide where they’re going to eat.

Keystone - News & Insights

May 24, 2017

Research from Technomic, a restaurant industry research and consulting firm, confirms what leading chefs and restaurateurs know intuitively: Clean tableware is a leading factor affecting restaurant guests’ dining experiences.

According to a survey taken between 2011 and the first quarter of 2014, cleanliness—in particular tableware, interiors, food prep areas and restrooms—are among the top considerations for restaurant guests when determining where to eat. This survey, which averaged more than 34,000 respondents per question, ranks the following as the most important factors for choosing and returning to a mid-scale or casual dining full-service restaurant.

Rank

Attribute

“Very Important” Weighting

1

Taste and flavor of the food

66.10%

2

Dishware/glassware/silverware is clean

64.90%

3

Quality of the food

64.80%

4

Restaurant interior is clean

59.50%

5

Kitchen/food prep area (if visible) is clean

58.70%

6

Order accuracy

57.90%

7

Bathroom is clean

49.70%

8

Service is pleasant and friendly

47.70%

9

Staff pays attention to fundamentals (drink refills, clearing tables, etc.)

46.90%

10

Quality of food when ordered for takeout (not eaten at the restaurant)

44.40%

Based on the Technomic survey, four of the top 10 items that matter most to customers are about dining at a clean restaurant. That said, sparkling clean wine glasses and spotless silverware are key to ensuring diners walk away with positive impressions of restaurants—and keep coming back for future visits.

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