The cleanliness of restaurants: ATP tests (reality) vs consumers’ perception

Abstract

Purpose This study aims to empirically assess restaurant surfaces’ cleanliness and compare them to customers’ perceptions about the cleanliness of surfaces when dining in a restaurant. Design/methodology/approach This study used two methods to collect data. The first was a survey method to gauge customers’ perceptions and an empirical test to measure cleanliness using an adenosine triphosphate (ATP) meter. Two data sets were collected to compare customers’ perceptions and actual cleanliness measurements. One data set surveyed respondents as to their perceptions of high- and low-touch restaurant surfaces among 19 areas of the dining room and 15 surfaces from the restroom, and their perceived cleanliness or dirtiness of those same surfaces. The second one conducted empirical measurements of the cleanliness of these surfaces using an ATP meter, which were then compared to customers’ perceptions. Findings Although all surfaces had higher ATP readings than a 30 relative light units’ threshold, there were significant differences in ATP readings among surfaces. Results showed a fair amount of consistency between the consumers’ perceptions of cleanliness and the actual results of ATP readings for the cleanest areas, but very little consistency in customers’ perceptions and experimental measurements for the dirtiest areas. Practical implications This study empirically demonstrated the need for improved cleaning techniques and the importance of proper training for foodservice employees. Especially during the COVID-19 pandemic, results of this study suggest an additional responsibility on managers and staff to ensure clean environments and the imperative to address the concerns of their customers. Originality/value Based on an extensive literature review, to the best of the authors’ knowledge, no prior studies have compared consumers’ cleanliness perceptions with empirical measurements of cleanliness in restaurant settings using an ATP meter. The results of this study provide restaurant managers a better understanding of customers’ perceptions of cleanliness. It also provides restaurant managers and staff information to develop more effective cleaning procedures. In the context of the COVID-19 pandemic, perceptions of cleanliness and measures of actual cleanliness are more important than they have been in the past.