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Small town SS about to get a competitor!

Sequoia

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My 3-bay SS car wash is in a small town of about 4,000 +/-. My "monopoly" as the only car wash is ending. An existing gas station is about to add an automatic car wash. I don't yet know which type. I'm looking for ideas about how to compete.

My SS has 2 regular bays, 1 high "truck" bay, and 2 vacs on about 1/4 acre. I have good highway frontage and signage, and am well positioned directly across the street from the dominant supermarket. Lots of traffic in my area. The new competitor will be about 1/2 mile away, with similar highway frontage. There are two other gas stations in town, one major brand and one independent.

My typical customers are primarily passenger vehicles driven by locals, but also contractors with trucks, RV's, and motorcycle/ATV enthusiasts. Passenger vehicles obviously are a lot of the client base. My nearest competitor is 12 miles away with a 3 bay SS and an automatic. I have known for years that some locals drive past my wash to go use that automatic.

Long ago, I looked at installing an automatic. Even in the large bay, the entrance would be tight, both width and length. And it would kind of foul up access to the two regular bays. And my car wash bays are narrow. From memory, I'm guessing maybe 14 feet. I previously sized up it might require a variance from the County for necessary permits, if I could even squeeze an IBA into the larger truck bay. So an ability to do that is uncertain. I am also in an area of freezing temps in winter, which adds another possible dimension.

Currently, I don't do any marketing other than my highway sign. I do have Cryptopay installed, but have not ventured into loyalty cards.

The bad news is new competition is coming. The good news is construction has not yet started, so I have some time to prepare.

What ideas might you have about new things to do, new ways to position, and ways to compete in this new environment?
 

MEP001

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In my experience, automatic customers and self serve customers don't cross over much. It'll be different for you as you're the only car wash now so you're getting most of that auto business. At least the new auto is at a c-score which are not usually maintained well - it'll likely be a novelty that will wear off as the shine fades from their new equipment.
 

washnshine

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You’ll still have a monopoly on the ss market in your town.

Do you have room to add a bay for an IBA? Or even a stand alone pre-fabricated structure that could house an auto? I’ve seen lots of operators work with tight spaces. You can mount blowers outside on a shorter building.

If you absolutely cannot add an auto, just keep all your equipment and facilities in the best shape possible - clean and inviting. Keep all your chemicals, pressure, foam, water conditions at their peak performance and appearance level.

Like MEP said - the gas station wash will probably not end up being well maintained over the long haul, but you will be sharing some customers once they open.
 

MC3033

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I think your best bet is to keep all SS. Is it possible to convert the other bays into truck bays? If you start advertising truck use and equipment cleaning you might be able to pick up a good chunk of business

While not for everyone an IBA has a SS beat in convienence and quality (average SS customer doesn’t use the tools correct). I’d make sure to have the amenities like an air dryer and good instruction signage as well as a well lit, clean, maintained SS
 

Waxman

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I would use the new wash coming in as an opportunity to raise prices. You are differentiated from the IBA. Maybe buy a new vac and a combo vac shampoo/vac. Up your vending offerings. Get as many things as you can ; tire inflator, mat brusher, air dryers in bays, tri foam, all the options.

Get a facebook and GMB page. Create a website. Then you can create a social media presence and get more customers.
 

Scott S

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I have the same setup as you also in a small town. I’ve had a 4 bay SS, a 3/1, and and oil change place with an automatic all come and go over the years. (All within 1/2 mile) We are once again the only wash in town. Run a great wash, keep everything clean, and interact with your customers. Everything will workout fine. I agree with the others about the auto not being maintained once the new wears off.
 

Randy

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I wouldn’t worry too much about a gas station automatic coming it. 99% of them I’ve seen are poorly maintained and give poor quality wash. With a population of 3842 and 45% of the homes are vacation homes it won’t take long for the newness to wear off and it will go downhill fast. Just keep doing what you’re doing now and you’ll be good. A few years ago I had a tunnel move into my small town of 4000, it actually helped my business, and they do such a poor job. They still don’t have much of a clue as how to run a tunnel car wash.
 

tdlconceptsllc

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Self serve & automatic customers are totally different I would say if it's a small mom and pops C store thats very clean and ran a good store and instail decent equipment you might be in trouble bc they will care if it makes money or not. If it's a big chain of stores more than likely they will not run it correctly. A automatic in your truck bay would be nice no more mess and grease and way more income producing.
 

Sequoia

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All good ideas, thank you. I am working on a plan .....

I agree with those who say the new auto may develop quality or reliability problems over time. The gas station autos I have used were typically not very good.

Anyone have success using worldpay loyalty cards? I think they got off to a rough start but that was some time ago.

And, is there opportunity with approaching the other two gas stations re: some sort of cooperative deal?
 

JMMUSTANG

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I would UPGRADE.
Add J.E. Adams 75000-SWL-R Red 360 Degree Swivel Steel Boom Arch Stanchion For Car Wash Vacuums.
I would also add AIR LOGIC BLOWERS in all the bays.
I also believe in LOTSA SOAP. Cheapest advertising.
Fresh paint .
 

washnshine

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And, is there opportunity with approaching the other two gas stations re: some sort of cooperative deal?
Do you mean something like you running an IBA on their property? You would have to negotiate rent/sharing profits from every wash sold and advertising etc. I’d be careful and see if you can find other operators who have done something like that. Also be careful- if someone gets upset at their business - be it at the pumps or c-store employee - you don’t want them taking it out on your wash.
 

soonermajic

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I would UPGRADE.
Add J.E. Adams 75000-SWL-R Red 360 Degree Swivel Steel Boom Arch Stanchion For Car Wash Vacuums.
I would also add AIR LOGIC BLOWERS in all the bays.
I also believe in LOTSA SOAP. Cheapest advertising.
Fresh paint .
I think this is a great idea!
 

Sequoia

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Feedback I am reading is:
1- the impact of a new auto might be moderated since some customers prefer a SS, or must have a SS, (such as motorcycle/RV),
2- the new auto might compromise itself if it is poorly maintained,
3- I should invest in upgrades, and work to keep my place in top shape.

Questions:
- Who has invested in Air Logic Blowers and what was the result? Good results? A lot of usage?
- Same question for the Adams boom vac upgrade.
- What are your thoughts about spot free rinse? I don't have it, and have never seem to have needed it due to water chemistry.

Thanks!
 

washnshine

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If you are fortunate enough to have water that does not need to be treated for spot free rinse, you are very lucky. Most new IBA’s have sfr. Especially with customers who do not dry (ss) sfr is really necessary- for most locations. Still nice though if you get blowers. Also if you get blowers make sure you are using a high beading sealer/wax so the blowers can do their job.
 

Sequoia

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If you are fortunate enough to have water that does not need to be treated for spot free rinse, you are very lucky. Most new IBA’s have sfr. Especially with customers who do not dry (ss) sfr is really necessary- for most locations. Still nice though if you get blowers. Also if you get blowers make sure you are using a high beading sealer/wax so the blowers can do their job.
That is good information, thanks. I was not aware of that. Do you have any suggested wax products?

My oversized bay gets the least use, being farthest from the changers. So if I add a blower to try, that would be a good location. Presuming a blower works OK in an oversized bay.

I've never seen a SS blower in actual use. From doing research, I see air shammee and air logic autodry. I'm interested in finding one and trying it out. Do these typically operate off the same meter as another function, or act as a stand-alone? I would want to wire it into my meter especially since use of credit cards has really ramped up.
 

Waxman

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My blowers were expertly made by a fellow acf member. They are great. They wire into existing coin box for me; I had an open position on the dial so I used that.

I'm using Simoniz Bead Up for my wax and love it so far. The effect of waxing then blow drying is amazing.

If your water quality is spot free without treating it, why not add a low pressure rinse as well???
 

MEP001

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- What are your thoughts about spot free rinse? I don't have it, and have never seem to have needed it due to water chemistry.
You can wash a dark or black car, park it in the sun wet, and it will dry completely without spots? If not, you should add spot free rinse. A low-cost option is a DI system. It uses the same repressurisation setup for the bays but it uses two small softener type tanks with anion and cation exchange resin to get the water down to spot-free quality. It's cheap and compact but requires monthly maintenance. If it ends up getting used a lot you can later replace the DI system with a membrane filtration one.
 

washnshine

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That is good information, thanks. I was not aware of that. Do you have any suggested wax products?

My oversized bay gets the least use, being farthest from the changers. So if I add a blower to try, that would be a good location. Presuming a blower works OK in an oversized bay.

I've never seen a SS blower in actual use. From doing research, I see air shammee and air logic autodry. I'm interested in finding one and trying it out. Do these typically operate off the same meter as another function, or act as a stand-alone? I would want to wire it into my meter especially since use of credit cards has really ramped up.
Lots of sealers/waxes/drying agents that will do the trick. Whatever you are using now might be just fine if it beads the water up nicely when it is rinsed.

The trick is to get clear signage/instructions to make sure the customer applies wax, then rinse, then dry. If they skip the wax part and just rinse, the water will probably be sheeted instead of beaded and the blowers won’t do their job. I don’t have blowers in the bay, but I would check with people who do to see how they are instructing customers with signage to follow the proper steps to get the best results.
 

docopp

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I have a 5 bay SS, 7 vacs, detail shop there and a store with our detail products.
I can walk to four tunnel car washes from my SS !!!!
Quick Quack just came in 1 mile from me, I see very few cars there …..
I have owned this car wash 3 years and I TOTALLY agree, SS customers and tunnel customers are two distinct markets.
We have an LED sign that says " no scratchy tunnel here"
I agree with all of the advice given so far.
#1 is clean facility,
#2 everything works
#3 tons of product !!! soap, cleaners, foam brush etc

We have free air and free wiper fluid, and a sign on the street saying this.
I would guess 40 or 50 cars a day come in for this....
The easiest and cheapest marketing in the world.
as they get air or wiper fluid they look around and see our clean bays, store and detail area, usually with exotic and collector cars there.

as for blowers, I put in Blasto-Dry air dryers in all 5 SS bays about a year ago.
cost about $2K each, great company, you will deal with Mike (he and his brother own the company)
First 6 months, minimal use.... then people woke up, they are used all of the time now.
I'm glad I put them in, well made and ROI maybe 1 to 1 1/2 years...


I think you will be fine, keep your focus on your car wash, ed :)
 
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