It’s Time to Refresh, Refurbish and Possibly Retool Your Laundry Business
Yes, it’s that time of year again – time to clean out and organize the garage, straighten up the attic, go through all of the rooms in your house, and discard or donate any items you haven’t used (or even looked at) since this time last year.
Of course, as a laundromat owner, you’re facing double duty during this time of the year. You’ve got to carve out some quality time to really pay attention and reintroduce yourself to many of those elements within your store that you’ve no doubt overlooked, ignored and neglected. It’s time to start seeing all of those little (and maybe not-so-little) issues about your laundry business that you may no longer even notice – because I can guarantee you that your customers are noticing them, especially your newer customers who are experiencing your store with fresh eyes.
It’s time for a thorough spring cleaning.
First things first, this will include replacing cracked floor tiles, as well as any broken or stained ceiling tiles; fixing wobbly folding tables; and cleaning that thin film of dryer dust that has accumulated on the walls, bulkheads and ceiling fans.
Of course, a clean, well-stocked restroom is critical. Customers, many with children, are spending up to two hours or more doing their laundry in your facility, and they truly appreciate a spotless, uncluttered restroom. This means finding a new home for all those dirty mops, brooms and buckets you’ve been storing there. Also, be sure to fix or replace any broken paper towel or toilet paper dispensers.
Traditionally, spring and fall are when people switch up their clothes from one season to the next. As a result, laundromats typically experience a marked increase in the number new and regular customers coming in. Especially in the spring, customers are bringing in larger loads of laundry with heavier, cold-weather clothes, comforters, linens and bedding to wash so that they can then store them for next season. No doubt, if you provide a wash-dry-fold service, now is a time you’ll also be seeing an uptick in that business as well, for the very same reason.
In light of that, all laundromat owners – even those with stores that are just a few years old – should perform a thorough deep cleaning of the facilities. In addition, many older laundromats in busy locations also may be in dire need of retooling, with new washers, dryers, water heating systems, interior lighting, signage, bill changers and POS systems – especially if a new laundromat or two recently opened somewhere within the market.
However, installing brand new equipment in a laundromat that hasn’t yet been refurbished is not a good idea, nor will it be a good move if you’re running out of time on your current lease.
A rule of thumb: With fewer than 10 years left, it’s imperative to contact your landlord or shopping center manager and explain your plan to spend a substantial amount money refurbishing the store and replacing some (or all) of your old machines with new, state-of-the-art washers and dryers so that you can continue to compete in the marketplace and stick around for a while.
Personally, I’ve always tried to add one or two five-year extensions to my existing lease agreements. All of my stores were in shopping centers, and over the years, I’ve had the good fortune of working with professional leasing agents and landlords who appreciated the value of having a successful laundromat as part of their tenant mixes.
Perhaps you’re thinking that replacing those old, worn-out washers and dryers is too costly. Well… think again.
When you conduct a serious cost-benefit analysis, you may discover that – with the increase in vend prices and turns per day on the new machines, coupled with reduced maintenance and utility costs – your monthly net revenue may be higher than if you were to continue operating with older, outdated equipment. And that doesn’t even take into account the positive customer satisfaction and good will you can create by providing the community with a modern, high-quality laundry business.
At this stage, you now should consider a fresh coat of paint throughout the store, maybe featuring a change in colors that your customers clearly will notice. Also, replace all of the interior signs with bright, modern and “cheery” ones to add to the upbeat vibe you’re creating in your laundromat. On top of that, make certain all of your light fixtures, including exit signs, are working.
Obviously, your entrance is the first impression customers get of your business when walking into your laundromat. Make it clean, unobstructed and welcoming. Your glass windows and doors must be washed with soap, water and ammonia, inside and out – in preparation for new, updated, professional signage. I would recommend including your business hours and the time of the last wash prominently on your front door so that customers can see it from the parking lot.
Partially or fully attended stores most likely have a front desk control area, where attendants greet and assist customers. If you’re providing a drop-off wash-dry-fold service, completed orders should be neatly folded and hung in clear plastic bags for all to see. After all, that’s what you’re selling. So, make your reception area extra bright, clean and uncluttered, with clear and simple signage.
If your shelves are empty or sparsely filled, I recommend bringing in your own comforters and laundry to wash, bag and display. There’s nothing more effective than the appearance of being busy to attract new customers and to build your business – which eventually will fill your shelves with “real” paying orders.
Lastly, once you’ve completed your extensive spring cleaning, don’t be shy about it. Let the entire neighborhood know – in every way you can think of – that this is a “Grand Re-Opening”’ of your “New” laundromat.
And, when those customers come through your door, be sure you and your staff treat them like good friends you haven’t seen for a while. A friendly greeting and a comfortable atmosphere will ensure you see a lot more of them – over and over.
