Where small is beautiful

It is false economy to devote as little time and money to your toilets as you can get away with, as recent research shows. Catherine Quinn reports

Last year, research conducted by JD Wetherspoon showed women were more likely to veto a pub for the toilets than for any other reason. The findings may have been a surprise to some, but certainly not Wetherspoon, which has long made a particular effort to have high-quality toilet facilities, and has won considerable recognition for the style and designs of its smallest rooms.

"We allocate £20,000 to £30,000 just to add a 'wow' factor and this could go on anything from furnishings to bespoke artwork," says JD Wetherspoon (JDW) managing director John Hutson. "A number of pubs choose to put this money towards designing the toilets, so if you go in a Wetherspoon you might notice some quite interesting features."

Wetherspoon's commitment to the appeal of bathroom areas means it regularly wins awards for its efforts. The British Cleaning Council (BCC) Loo of the Year Awards heaps accolades on Wetherspoon branches on an annual basis, and in 2001 the Glasgow branch won the Loo of the Year award for the entire category. "Wetherspoons usually have extra features like sofas or lounging areas," says BCC's Rosie Bowerman. "The company works really hard to ensure its bathrooms are nice places to be."

For many licensees, pub toilets are very low on the priority list. They wonder whether the attention is really necessary in a part of the pub where customers should (hopefully) be spending the least amount of time. But the results of the JDW research - with women customers

favouring one venue over another on the strength of the quality of their loos - should make them think again.

The tide is turning

Gerard McElvenny of Fluid Design, which creates inventive interiors for the leisure industry, believes the tide is turning. He claims that properly-designed toilets are finally getting the attention they deserve in the trade. And he makes the telling point that "for many patrons, particularly the ladies, toilet facilities are a deciding factor".

Toilets are often considered as "back of house" for many licensees and, therefore,

do not receive much attention in terms of design and upkeep. But according to Mc-

Elvenny, it's common knowledge among

women that the toilets are often the social hub of a night out.

"Well-designed toilets are definitely something that licensees need to consider," McElvenny says. "It's a typical rule that if a place has nice toilets it will bring in the women to use them, and if you bring in the women, then the men are not far behind. The result is a busy pub, and properly designed bar areas, toilets and seating areas help the flow of people through the venue."

So what makes a well-designed toilet area? Before licensees start worrying about lighting concepts and chaise lounges, they first need to look to the basics. For most people, factors like cleanliness, and well-stocked soap and tissue holders go a long way to upgrading a toilet from bog standard to best. The Loo of the Year Awards uses a 100-point judging criteria, and pub licensees be may surprised to find that most of these are on fundamentals rather than extras.

Proper signage, for example, is a key criteria for Loo of the Year inspectors, and is an aspect that licensees omit time and time again. As a general rule of thumb, if every new customer to enter your pub has to ask directions for the toilets, then it's probably worth spending a few pounds on a sign to point them in the right direction. Disability access can also be problematic for pub owners, who often run their bars in buildings that were designed long before the advent of the Disability Discrimination Act 1995.

"Pubs are actually getting better at providing disability access since the new act came in," says Bowerman. "But it's a key criteria we judge by. Also, things like the availability of good baby-changing facilities are important. As a mother myself I can tell you there's nothing worse than having to change a baby on the floor of a toilet."

Provision of a good ratio of female-to-male toilets is also important, and is actually a legal requirement under the Workplace (Health, Safety & Welfare) Regulations 1992. Although the law is a little hazy about exactly how many female toilets should be provided in proportion to male facilities, Loo of the Year advises licensees to tally up the combined cubicle and urinal provision for men and double it in terms of the female stalls you're offering.

Innovation in the washroom

Then there's the matter of hygiene. A well ordered routine regularly carried out by staff is enough to make sure your toilets are meeting the standards. Be aware that customers often judge the cleanliness of your entire pub on the state of your toilets - particularly if you serve food. While regularly popping in with a mop and bucket is adequate, there are some technical developments that can also help you keep the toilet areas clean and well stocked.

"Innovation in the washroom means that hygiene levels can be significantly improved," says Emma Nourry, trade marketing manager at Lotus Professional.

Sensors to flush toilets, turn on taps and dispense hand-towels are a popular and hygienic option. "For many businesses, cost-effectiveness is always a priority, but that does not have to mean compromise," says Nourry. "New generation, single-sheet toilet roll dispensers help ensure that users don't take more than they need. This reduces maintenance, saves money and cuts the risk of unused paper being left on the floor. Hygiene is also improved as users only touch the tissue they use."

With the basics taken care of, you may even find you have the time and inclination to add a bit of extra flair to your toilet facilities. And if the experiences of other pubs, like the JD Wetherspoon chain, are anything to go by, your investments will be anything but flushed down the pan.

Case study: The Red Lion & Sun

Wetherspoon pubs are not alone in ensuring their toilet facilities appeal to female customers. The Red Lion & Sun in London's Highgate Village has recently revamped its bathrooms in a decidedly feminine style. New owner Heath Ball has opted for boudoir-chic bathrooms complete with Marilyn Monroe-style dressing-room mirrors, scented candles, a vintage candelabra and L'Occitane products by the sinks.