CHICAGO — Melissa H. Kuskin, owner of Around the Clock Laundry, Harrisburg, Pa., works according to her Laundromat’s name.
“I’m there every day, anywhere from two to four hours,” says Kuskin. “I answer all my phone calls. If there’s any kind of an emergency, any kind of issue—[with the] changers, floors [are] wet, something didn’t function properly—I’m hands-on all the time.”
“The store gets cleaned from top to bottom every single day, the same routine,” she adds.
In addition to tending to her day-to-day responsibilities, Kuskin—who has 24 years of experience in the coin laundry industry—also stays on top of one other aspect of her store: its overall look.
“I’m always thinking of things to do and ways to improve the appearance,” she says.
“When it’s actually time to make upgrades, I already have ideas.”
Before undertaking any type of remodeling project, what considerations are there to be made?
Is it the right time to replace equipment? Should you go with a pop of color on the walls, or play it safe with neutrals? Will replacing the vinyl tiles be a worthwhile investment?
American Coin-Op reached out to several experts in the industry for tips and best practices on how to transform and revitalize the look of their coin laundry when undergoing a “laundry-lift.”
CUSTOMER EXPECTATION
When is the right time to consider a remodeling project? For Kuskin, any signs of “wear and tear” in any area of the store is a good starting point.
“If there is a ceiling leak and you have a [ceiling] tile that’s damaged or wet, or yellowed, that’s a good time. Even if you have to get up and only replace one or two at a time, at least you’re doing something,” says Kuskin.
For Tony Regan, senior vice president of sales and marketing, American Dryer Corp., one aspect in considering a remodeling project is a customer’s perception of the store.
“Is the laundry ‘outdated’ compared to the competition and thus losing business to a perceived newer, fresher environment? Does the idea of ‘outdated’ also allow the competition to make claims of better machines for a better laundry experience?” asks Regan.
“A fresh look will make the laundry more appealing and thus help maintain your customer base, as well as expand.”
Remodeling efforts and the overall look of a coin laundry should be evaluated on a “store-by-store basis,” according to Chris Brick, regional sales manager, Maytag Commercial Laundry.
“A standard in the industry would be every six to 10 years, however, more important than timing is meeting customers’ expectations,” says Brick.
“To be most successful, a store needs to be clean, inviting and safe. It needs to offer reputable products that work day in and day out,” he adds. “If a remodel or facelift is required to keep customers and compete with other nearby coin stores, it is recommended to go ahead and upgrade regardless of timing.”
OLD TO NEW
One remodeling project store owners and operators might consider is replacing equipment, according to Regan.
“Is the equipment older and thus costing more in repair and maintenance, versus the long-term investment of the new machines?” he asks.
“Having all equipment functioning should always be a priority since they generate cash flow and keep customers returning. If the laundry is constantly with ‘out of order’ labels on machines, customers will look for another laundry.”
Brick agrees, saying, “If a store’s equipment is old or inefficient, swapping it out makes an impact on the store. Not only visually, but it offers store patrons the latest technologies and potentially the most energy- and water-efficient options on the market.”
Sterling Phillips, president of Sterling Equipment Sales (SES) Laundry, a Laundrylux distributor in Stanton, Calif., also attests to the power of replacing equipment as part of a remodeling project.
“Washers and dryers will determine your utility consumption, which is what laundry owners must minimize to be the most profitable,” says Phillips. “You want machines that provide the best service and great results.”
To take on such remodeling projects that involve equipment upgrades, Brick advises store owners to turn to their distributor to help them “identify which machines need to be replaced based on average turns and age of equipment.”
Phillips agrees, saying, “A local distributor would be an owner’s best choice. A resource should be someone with experience in the laundry business. It is important to know how a store flows and the small details that accommodate to the customers and make their visit a good one.”
Check back Wednesday for Part 2!
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].