Bad bathrooms blocking business growth on the UK high street, Who Gives A Crap finds

Restaurants, pubs, bars and cafes across the UK are struggling for bums on seats – and poor toilet facilities are a contributing factor in holding them back, losing them money and customers.

New research from eco-friendly toilet paper brand, Who Gives A Crap, reveals just how damaging a bad bathroom can be to businesses, with 76% of customers believing that toilet conditions reflect the overall hygiene standards of venues, and 61% never returning and recommending the restaurant, pub, cafe and bar due to the bad toilet experiences – meaning businesses are flushing money down the loo.

With Who Gives A Crap’s mission focusing on ensuring everyone has access to clean water and toilets, the brand has launched their solution to tackling Britain’s bad toilet experiences and boosting business: the “Loo-Print”. This practical blueprint for businesses’ bathrooms aims to help them boost their reputation, retain customers and get their (back-of) house in order.

According to the research, when a venue’s bathroom is up to scratch, 71% of customers are more likely to return, with 67% more likely to recommend the place and half (50%) more inclined to leave a tip. Additionally, 43% of respondents claimed that a positive toilet experience shows the business cares about its customers. With over 1,800 UK business customers now using Who Gives A Crap eco-friendly loo roll and the third largest toilet paper brand in the UK are calling on hospitality businesses to use the Loo-Print to take a fresh look at their toilets.

Based on survey insights into what Brits really want in a business bathroom, the Loo-Print offers a clear 10-step checklist that businesses can use to turn toilet trauma into bums back on seats and help to wipe away customer disappointment:

The Loo Print
Because people doing their business can be great for your business.
Here’s your very official guide to make sure your loo is saying all the right things about you.

1. Clean it like you mean it:Regular cleans keep your bathrooms looking and smelling heavenly (and free of nasty surprises). Why not use a cleaner that’s kind to the planet while you’re at it?
2. Restock regularly:Start a restock schedule for your loo roll, hand soap, paper towels or dryers. Especially when things get busy.
3. Don’t leave them high and (not) dry:Make sure you’ve got a hand-drying option. You can’t go wrong with eco-friendly paper towels, reusable cloth towels or energy-efficient dryers.
4. Show your loo some love:The customer experience doesn’t stop at the bathroom door. Upgrading your loo with modern fixtures, colourful tiles, fun signage or a cheeky mirror adds some ooh to your loo.
5. Room to move:Tight toilets can be a turn-off. Roomy cubicles and lots of mirrors are an easy way to win over customers.
6. Set the mood:Ambience isn’t just for yoga classes. Add low lighting, soft background music, and subtle scents with a diffuser or candle so your loo isn’t giving “public bathroom”.
7. Treat their cheeks:You can tell a lot about a business by their loo roll. Customers love thick, soft and, of course, eco-conscious toilet paper (hint, hint).
8. Not too hot, not too cold:Add some heating or ventilation to keep the temperature just right all year round.
9. Make accessibility a priority:Thoughtful touches like grab rails and lower sinks can help make loos accessible for all. Beyond good practice, it shows your business values inclusivity and the comfort of every guest.
10. It’s the thought that counts:Small touches make a big difference. Consider providing some extras like hair dryers, free period products, emergency deodorant or tissues.

David Titman, marketing director at Who Gives A Crap, says “At Who Gives A Crap, our priority is to ensure everyone has access to clean water and toilets, which is why we’re providing businesses with a Loo-Print that lays out the must-haves for hospitality spaces to ensure bathrooms are fit for the best of Britain, creating the perfect loo experience. We all know that the dining experience isn’t just about food and atmosphere—it’s the details that make or break it. Nothing ruins a great meal or drinks like stepping into a neglected bathroom. It is clear to see that businesses are quite literally losing bums on seats by overlooking this crucial touchpoint – and we feel like there’s a clear and easy way that businesses can tackle this problem.

In fact, we’ve seen a clear trend in recent years, with more businesses switching to Who Gives A Crap- not just for our high-quality, eco-friendly toilet paper, but because our bright, well-designed packaging looks great in their loos and comes from a brand known for giving back. It signals to customers and staff  that they care about the details- and about doing good.”

Who Gives A Crap’s restaurant partners pride themselves on providing great loo experiences in fact, Eve Seeman, Head Chef at Apricity, a London Mayfair based restaurant said “The toilets in a restaurant can really affect how people feel about the  whole business. They should feel clean, with soft lighting, neutral colours, a pleasant scent and quality products, which is where we spend some time carefully choosing what goes into our loos! The whole experience is affected by the toilets. If the loos are nice, guests will find it pleasant and it’ll be part of the positives within the rest of their dining experience— if it’s gross, it’s all they’ll remember.”

Nikki Cochrane, head of marketing, events & PR at Tillingham Winery based in Sussex, said “At Tillingham, everything we do is considered—from the flowers on the tables, the wine we make and the loos! For us, a great bathroom experience is about thoughtful design and sensory detail. Soft lighting, warm colours, natural textures, and subtle scents are key. We also make sure the space reflects our wider brand aesthetic: elevated but unfussy, comfortable yet surprising. Sustainably sourced soap and, of course, Who Gives A Crap toilet paper are always part of the mix.”

Lovely loo experiences are grounded in Who Gives A Crap’s commitment to water, sanitation and hygiene (WASH). The business donates 50% of all of its profits to WASH causes. Its long term goal is to help everyone in the world access clean water and a toilet. Due to support from customers, over the years, Who Gives A Crap has been able to donate over £9m to WASH causes so far.

For more information on Who Gives A Crap can help your business, head over to: https://uk.wholesale.whogivesacrap.org/