I’ve managed and designed for express programs that grossed over $20,000 a month.
Here are some fundamentals.
Express detail is like express wash. Value proposition is convenience, quality and value.
Convenience is speed consistently, first come-first-serve, no appointment. Operators aim for service of 20 minutes, requires working in teams of 2 people. If in-bay takes 5 minutes, you should be able to get people out the
door in less than 1/2 hour.
Quality at speed requires SOP’s and express chemistry – cleaner/wax goes on/off fast and easy by hand leaves no residue – instant detailer for interior is 2-in-1 product – cleaner/dressing preferably satin/new car finish, not greasy kids stuff gets on hands and clothes.
Value is pricing. Most operators bundle carwash with detail, one price. Full-service charges like $45 or more for express hand wax or interior super clean. Touch-screen handles wash and detail transactions.
Express detail is more suitable, sustainable and valuable when per capita income is $33,000 or more. Less isn’t necessarily a deal breaker but it does mean less demand, requires lower pricing.
Value is best captured by cannibalizing wand-bay. One for services and one for customer care area.
Complementary effects can include warranty on wax, website with online coupon to generate new customers. Customers will also want something to do in a “safe area” while waiting for service like an attractive siting area with lighting, bathroom, coffee/soda maybe TV.
Sustainable advantage is achieved because you offer more value than most competition does.
As for opportunity, a well run express program with an in-bay washing 20,000 vehicles per year should generate an additional $100,000 gross.
This doesn’t count potential uplift in wash volume from offering express.
COG is $2.50 a car, labor 25 percent or NOI $70,000 plus any profit sundries.
Hope this helps.
