The first Tide Laundromat recently opened for business in Chicago, on the city’s far north side. According to the Procter & Gamble brand, it is a part of Tide’s strategic focus “to bring innovation and new technologies to the out-of-home laundry services industry.”

Tide noted that the new store boasts “a revolutionary new laundromat experience that eliminates guesswork from laundry – with smart-dosing machines that provide the perfect amount of detergent and softener in every wash.”

At Tide Laundromat, customers can get their laundry done in “as little as 35 minutes,” according to the brand, “and they will be able to leave their heavy bottles of detergent and softener at home, because America’s top laundry brands are included with every load.”

“Only Tide could deliver this type of convenience in your hometown laundromat,” said Grace Riggenbach, senior brand director at Tide. “America’s number one detergent knows our consumer better than anyone – and we have almost 75 years of experience in delivering the ultimate clean. So, when you step into a Tide Laundromat, you’ll be met with the promise of the best laundry products and a speedy experience that will have you coming back for more.”

The new store also features a Tide Laundromat app and loyalty program, Tide Rewards. The app indicates machine availability, thus eliminating the inconvenience of showing up to the store only to find no machines available. In addition to cash and coin-based payment, the Tide Laundromat app enables mobile payments. When laundry loads are completed, customer notifications are available.

“When we started researching laundromats, we knew right away what consumers needed,” explained Arpan Patel of Tide. “People were spending too much time in crowded, dirty locations and going home with clothes that weren’t clean to our standards. This is where Tide steps in – eliminating the guesswork, cleaning up the stores and getting you home faster.”

The Tide Laundromat business model stresses clean restrooms, comfortable common areas and modern woodgrain finishes, according to the brand. Additionally, detergents from Tide and Gain, fabric softeners from Downy and Gain, and Bounce dryer sheets are included with every wash.

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