New Sunrise Launches the Golden Loo Award 2024!

As presented at Iceworks 23 in Tokyo, New Sunrise mission is to ensure our stores are the preferred retail destination – preferred place to eat, drink and…. pee (rest). This 2024 we will recognize the best restrooms in the network, in an effort to have the best restrooms in the industry. 

Bathrooms or restrooms are just as important to the customer value proposition, as are the retail offer, coffee, food, and fuel. They are often seen as a direct reflection of a store’s overall standard.  

The QSR fast food chains don’t care anymore. Some major servos no longer provide toilet facilities. And some that do, don’t keep them clean.  

In the 2019 CMA customer shopper report, when shoppers were asked ‘What is most important to you when preferring a store?”, 48% of respondents cited ‘clean bathrooms’ as very important (CMA Shopper Report 2019). This was high on the list, as well as the stores’ look and feel, which resonated the most with an older shopper demographic. Sub-par restrooms have a knock-on effect on the overall perception of the store. Clean bathrooms show customers that you care about them and your business. They can make a positive impression on the overall standard of the store and have customers raving about them on social media. 

The Inaugural New Sunrise Golden Loo Award 2024  

We are working on our retailers to change the perception of the “servo” toiler”, in awarding and recognizing store with “A Golden Loo”, that is, a store that is known for restrooms that are clean, available and have soap and hand towels available. The golden loo awards are to recognise stores who take pride in their restroom facilities and will become a preferred destination to pee.