Convenience stores have a history of being a “one-stop shop” for folks on the go — from fuel to snacks and everything in between, retailers are always looking for ways to not only get customers in the door, but to keep them coming back.
One avenue that has proven to be essential for certain chains is a well-thought-out car wash program.
Teutopolis, Ill.-based Mach 1 Stores, which operates 24 c-stores across Illinois and Indiana, was founded with car washes at the core of its business.
The retailer entered the c-store space in 1989 and started aggressively implementing automatic car wash bays to locations in the 90s.
“It has shown to be a critical, high-value profit center for us within our operations,” said Michael Meyer, facility operations officer at Meyer Oil Co., owner of Mach 1 Stores. “(The program) is a great revenue-generating profit center with low labor commitment.”
Meyer noted that every new store built includes a car wash — the only sites that do not have one, he elaborated, are a few that arrived via acquisition. As of today, 20 out of the 24 Mach 1 Stores feature car wash capabilities.
Mach 1 mainly utilizes automatic in-bay car washes; around half of the sites feature two bays, and the rest offer one.
“We do somewhere around a 65-foot wash bay,” said Meyer. “It includes the wash itself, a couple of off-board arches, tire shine and dryers.”
Mach 1 tweaks its offerings based largely off of the market in which each store operates. For loyalty customers, the retailer offers 10 cents off per gallon of fuel for customers that purchase a car wash. At certain stores, however, due to factors ranging from competition, weather, fuel volume, car wash volume and more, Mach 1 will offer up to 20 cents off on fuel for car wash customers.
“At most of our sites, we offer a 10-cent-per-gallon discount when you buy a car wash, and if we feel the demand calls for it, we will increase (the discount),” said Meyer.
Henderson, Nev.-based Green Valley Grocery, which operates over 80 stores throughout southern Nevada, started its car wash program in 2017, and it took off running. Today, the company has 26 active car washes, with “more on the way,” noted Amanda Yaw, director of marketing for Green Valley Grocery.
“We currently operate 26 car washes and absolutely see them as a key part of our growth strategy,” Yaw said. “Expansion of our car wash services remains a top priority.”
Tapping Into Tech
Green Valley Grocery leverages license plate reading technology to streamline the car wash process. However, the technology, which helps the retailer save time, money and labor, can bring some unforeseen challenges to operations.
“One of our biggest challenges has been the reliability of automatic license plate readers,” Yaw said. “When they fail to read plates correctly, it can create operational hiccups that are frustrating to resolve.”
To further synergize its technology offerings, the company’s license plate reading technology ties into its Unlimited car wash subscription program to track transactions from loyal customers.
“Technology plays a central role in our car wash operations,” Yaw continued. “The systems continue to improve and have been instrumental in enhancing the customer experience.”
The program has also improved in-store operations, with Green Valley Grocery noting that it has increased foot traffic to its c-stores, created a base of loyal customers and even boosted fuel sales.
“We’re excited to continue growing and expanding our car wash services throughout southern Nevada, and we’re proud to serve and grow with our communities,” Yaw stated.
Valparaiso, Ind.-based Family Express, which operates 81 stores throughout northwest and north central Indiana, also leverages technology to make the most of its car wash program.
“Technology plays a critical role in our program,” said Ryan Fasel, director of marketing for Family Express. “Our goal is to provide a frictionless experience for our customers, and technology is helping us achieve that. We accept tap and mobile payments and purchases through our mobile app, allow loyalty rewards on car wash purchases, and can geo-target customers to encourage them to use our car washes.”
The program didn’t begin with an emphasis on technology. In less than a decade, the company evolved from standard coin boxes with single-use washes to a digital program that allows customers to purchase washes at any store, whenever the customer deems convenient.
Family Express also tied its mobile app into the program, offering deals for loyalty members in stores and at the wash bay.
“We have also made significant investments in equipment and have washes that offer customers a choice between a traditional brush wash or a touchless wash within a single wash bay,” Fasel continued.
Ramping Up Car Wash Efforts
Currently, around 40% of Family Express locations feature car wash capabilities, with a goal to bring that number to 50% in the coming years.
The company recently kicked off an aggressive growth plan, Fasel said, to add 20 new-to-industry stores over the next three years, with “car wash being an important part of those new locations, ultimately helping us well surpass our goal of having a wash at 50% of our stores.”
Family Express offers three different subscription programs — two brush options and one touchless offering.
The retailer partnered with Mosaic Systems to roll out new car wash kiosks while also enhancing its mobile app to further incorporate its car wash program.
“We’ve had a subscription program for seven years and maintained steady growth in number of subscribers, but growth has really taken off since we integrated the Mosaic platform into our mobile app about 18 months ago — our number of subscribers has more than doubled in the last 18 months,” Fasel continued.
Family Express will continue leaning into its car wash program, focusing on convenience, variety and technology.
“Our continued investment in building new car washes, I think, tells the story,” Fasel said. “We feel good about the overall impact of our car wash business to the rest of the store.”
