CHICAGO — In the true spirit of entrepreneurship, Laundromat owners and operators are always thinking of ways they can grow business, both from an operational and financial standpoint.
While some operators offer extra services within the parameters of the industry—like wash-and-fold and dry cleaning—others have ventured outside the box and have sought unique ways to bring customers through the door.
STAFF DYNAMIC
Despite the complexities of managing a Laundromat/bar and restaurant, Michael Lair, general manager at Harvey Washbangers, College Station, Texas, explains that duties are split between him and his parents, Phyllis and Pete, who each have their own managerial strengths.
“My dad is phenomenal with machine maintenance; my mom handles the bookkeeping and the customer service in the laundry side [and] I can handle the restaurant,” he says. “Things just naturally fall into who can handle what issue the best.”
Delegating and finding staff with “complimentary skills sets” is key, adds Michael, who advises Laundromat owners with a similar set-up to learn the ins-and-outs of the entire establishment, not just a particular aspect.
“My parents have learned the laundry side of this incredibly well and I’m trying to catch up on that knowledge,” he says.
BREAKING CUSTOMER MENTALITY
The extra-profit center has “grown considerably,” according to Michael, who says the challenge in developing the bar/restaurant side was breaking the mentality of customers who don’t associate a Laundromat with grabbing a bite to eat.
“That was always the biggest issue, was getting on people’s short list of restaurants, even though we’re in a Laundromat,” he says. “However, once you crack into that … and establish a reputation, that uniqueness starts to become a major attribute … it starts to really benefit you up front [when] you prove that it’s worth going to a Laundromat to go eat.”
Phyllis agrees, saying that Harvey Washbangers’ biggest asset and liability is its unique set-up. “We’ve had to overcome the preconception about people wanting to come eat when they think it’s just a Laundromat.”
Though he says there is a “good amount of bleed-over” between laundry and restaurant customers, Michael has noticed that the establishment has separate clientele. To curb this, he emphasized the importance of selling convenience.
“A lot of people that come just for the food have their own washers and dryers [but we] sell them on bringing their comforters in, or possibly dropping off [laundry or dry cleaning] while they’re at lunch,” he says.
In addition to a loyalty program on the Laundromat side, another customer convenience is a light board in the restaurant for laundry customers that alerts them when their load in the washer or dryer is finished, according to Phyllis.
“It’s another draw for customers to stay in the facility, particularly on our busy times when we have people waiting for machines,” she says. “It’s good to have your laundry customers not leave.”
DUAL COMPETITION
In running a Laundromat/bar and restaurant, operators may come to the realization that not only are they in competition with other laundries, but with chain restaurants, as well. The key to standing out?
“You really have to be better than the competition because you have that mentality working against you [of] ‘I don’t want to go to a Laundromat to eat,’” says Michael.
He achieves this for Harvey Washbangers by periodically refreshing its menu, as well as strictly serving locally sourced craft beer.
“We have six taps that rotate constantly, and about 30 to 35 different Texas craft beer that we offer.”
Though he admits the atmosphere isn’t a “bar scene,” the emphasis on “local” has become a draw for customers.
“That’s been a huge benefit because local craft people are incredibly loyal to anybody that stocks their product,” he says. “There’s a big relationship there that gets you plugged in to the community and gets you a whole set of customers that will be very loyal.”
Check back Thursday for the conclusion!
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].