It’s all too common in our industry: when a new location opens, the top-tier package starts out with everything, and features are peeled away until only the minimum remains for the entry-level wash. The thinking is often, “Make the basic wash barely acceptable so people will pay to upgrade.” But why are we content with only impressing a fraction of our customers (the top 30–50%) while overlooking everyone else?
Let’s rethink this approach. Imagine if, instead of trying to nudge people upwards through what’s missing from your basic service, you focused on making every customer, regardless of their package, feel like they got great value. For example, some operators cut out the drying agent in the lower packages, making sure the vehicle leaves wet and less shiny. But if you were at a diner and the cheapest sandwich was disappointing, what are the chances you’d come back to try a higher-priced meal? Probably zero.
The opportunity here is simple but powerful: commit to delivering real quality at every level. Don’t hold back your best chemistry or equipment just for the “top shelf.” Imagine what a customer thinks when even your lowest-tier wash leaves them satisfied—they can only imagine the results your top package will deliver!
When you consistently look for ways to enhance, rather than downgrade, your base offering, you’re not just chasing a few higher-dollar tickets. You’re building up the entire customer experience. Over time, those happy “entry-level” customers will be your best source of referrals, repeat business, and even future upgrades because they’ve learned to trust your promise of quality, no matter what they buy.
Let’s shift our mindset from subtracting to adding. Elevate every visit, every vehicle, every customer. SIMPLE is here to help you create a better baseline so your best can truly be the best, not just “less bad” than the rest. Reach out today, and let’s talk about building something that brings every guest back again and again.
