Ecolab Launches ''Why Clean Matters'' Campaign
May 21 2011 - 10:00AM
Business Wire
Ecolab Inc. today launched its “Why Clean Matters” awareness
campaign at the National Restaurant Association (NRA) Show in
Chicago with the goal of sharing new research and insight from
chefs and industry experts about the impact cleanliness has on
restaurant performance. Cleanliness tied with food taste as the
most important attribute in choosing a restaurant, according to
surveys of 13,000 restaurant consumers by Technomic, a leading
foodservice research firm.
“Having clean tableware is the most important thing for us. It
shows guests we care and want them to have a positive experience,”
said Anthony Leonardi, executive chef, Salut Bar Americain. “All of
my hard work in the kitchen goes out the window if the dishware I’m
plating on didn’t get clean on the first pass through the
dishwasher. That dish – along with the filet mignon on it – is
coming back to the kitchen.”
Two Consumer Restaurant Brand Metrics trend studies conducted by
Technomic in 2010 and Q1 2011 asked consumers to rate performance
at leading restaurant chains on experience attributes. The surveys
found that cleanliness consistently ranked as one of the most
important attributes. Key insights included:
- Cleanliness of tableware (dishes,
glasses, silverware) consistently was ranked as the most important
attribute to full service customers – with 93 percent saying it is
their top attribute.
- Interior cleanliness ranked as the
second most important attribute, tying with food temperature in the
2010 survey responses.
- There was a positive correlation
between chains with the highest cleanliness ratings and loyalty
factors such as “intent to return” and “recommend to others.”
“Partnering with Ecolab has been a big benefit to us in making
sure that we maintain our safety standards. But it's not just about
the standard itself, it's also about the method by which we
maintain those standards,” said Chef Lenny Russo, executive chef
and owner, Heartland. “Heartland goes to great lengths to make sure
we have as little impact on the environment as possible – Ecolab is
an integral piece of that by making sure that the products that we
buy from them have as little environmental impact as possible but
also provide the highest amount of safety.”
“As restaurant operators struggled through the economic
downturn, many understandably looked at cost-cutting opportunities
in the back of the house, sometimes without realizing the
importance that guests placed on clean glasses and tableware,” said
Nicolas Granucci, vice president of Foodservice Marketing
at Ecolab. “We’re always looking for ways to help restaurant
owners and managers deliver a clean and safe experience for their
guests. For example, our Apex® Conveyor dishmachine and the Ecolab
Cleaning Caddy received the prestigious 2011 Kitchen Innovation
Award for their ability to increase cleanliness, productivity and
environmental sustainability in foodservice operations.”
“Cleanliness is the most important thing – from our guest’s
perspective when they open up the silverware and see sparkling
silver, that sends a message to them that we’re focused on the
details,” said Chef John Metz of Marlow’s Tavern.“ The process that
Ecolab has helped us develop at Marlowe’s – the value for us is
first and foremost that the guest never sees a piece of dirty
silverware.”
To view videos of chefs sharing their stories on Why Clean
Matters and learn more about the Technomic research, visit
www.WhyCleanMatters.com or stop by the Ecolab booth (# 3600) at the
National Restaurant Association Show in Chicago, May 21-24,
2011.
With sales of $6 billion and more than 26,000 associates, Ecolab
Inc. (NYSE: ECL) is the global leader in cleaning, sanitizing, food
safety and infection prevention products and services. Ecolab
delivers comprehensive programs and services to foodservice, food
and beverage processing, healthcare, and hospitality markets in
more than 160 countries. More news and information is available at
www.ecolab.com.
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