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FIRST IN A THREE-PART SERIES
Incorporating
Pickup & Delivery
in Today’s Laundry:
LABOR and
WORKFLOW
I N S I D EI :N SJ IUDL EY: 2F 0E B0 R5 U A R Y 2 0 2 2
SURVEY: STORE ESSENTIAL POST- POINTERS FROM
‘GREATNESS’ COVID TAX TIPS PAULIE B:
OFTEN LINKED FOR LAUNDRY MAXIMIZING SIGN
TO CLEANLINESS OWNERS EFFECTIVENESS
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CONTENTS
FEBRUARY 2022
VOLUME 63 ISSUE 2
COVER STORY
INCORPORATING PICKUP &
DELIVERY IN TODAY’S LAUNDRY:
LABOR AND WORKFLOW
In the opener of a three-part series, we
examine the opportunities that pickup
and delivery can offer, along with its
likely impacts on staffing, facility needs
and operational demands.
(Cover image: © creatOR76/Depositphotos) 12
INSIDE COLUMNS
18 POINTERS FROM PAULIE B: MAXIMIZING
8 ESSENTIAL POST-COVID TAX TIPS YOUR SIGNS’ EFFECTIVENESS
All businesses must have signs, but laundromats rely on
While filing taxes for your business can be a challenge in the
them more than many others, says columnist Paul Russo.
simplest of times, given the government programs set up in Isn’t it better if more customers would read, understand,
the last couple of years to help small and mid-sized businesses and follow your signage so problems don’t come up in
through the pandemic, navigating the divide has become even the first place? The retired store owner with 40-plus years
more daunting. Still, by paying attention, and seeking the help of experience describes where certain signs go wrong and
of professionals when necessary, laundry owners can take care offer tips for creating interesting, easy-to-understand signs
of their taxes — and might even find some pleasant surprises. that will improve a customer’s experience in your store.
DEPARTMENTS
4 VIEWPOINT 22 AD INDEX
DID YOU KNOW...
6 YOUR VIEWS SURVEY 24 NEWSMAKERS American Coin-Op releases
22 CLASSIFIEDS a new podcast on a different
topic of interest every other
month? Give it a listen at
AmericanCoinOp.com/podcasts/archive.
2 AMERICAN COIN-OP FEBRUARY 2022 www.americancoinop.com
VIEWPOINT
Charles Thompson, Publisher
E-mail: cthompson@ATMags.com
Phone: 312-361-1680
Donald Feinstein, Associate Publisher/
National Sales Director
E-mail: dfeinstein@ATMags.com
Phone: 312-361-1682
Bruce Beggs, Editorial Director
DELIVERING IN E-mail: bbeggs@ATMags.com
Phone: 312-361-1683
THREE PARTS
Mathew Pawlak, Production Manager
Nathan Frerichs, Digital Media Director
E-mail: nfrerichs@ATMags.com
Phone: 312-361-1681
ADVISORY BOARD
Not one part, not two parts, but three.
Pickup and delivery is a hot business trend right now, and that Douglas Pratt Tony Regan
includes laundry services. Doing people’s laundry for them, other- Sharon Sager Michael Schantz
wise known as wash/dry/fold, has been a popular service for some Andy Wray
time now.
OFFICE INFORMATION
Factor in a new generation or two who’d rather do just about
Main: 312-361-1700
anything other than wash their laundry and are comfortable doing
business via smartphone, plus an added desire to go “contactless” SUBSCRIPTIONS
Bruce Beggs because of the coronavirus pandemic, and you can see why pickup
847-504-8175
and delivery has gained steam.
ACO@Omeda.com
So, this month, American Coin-Op begins a three-part series,
www.AmericanCoinOp.com
“Incorporating Pickup & Delivery in Today’s Laundry,” to take a
look at what’s involved and how adding the service might impact
the average laundromat.
For openers, we look at labor and workflow, starting on 12. Part
2 coming in May will run down the tools a laundry may want to
utilize in order to produce the best results, and Part 3 in August will
address the marketing and promotion of such a service. American Coin-Op (ISSN 0092-2811) is pub-
lished monthly. Subscription prices, payment in
Elsewhere in this issue, Dave Davis, my colleague at sister pub- advance: U.S., 1 year $50.00; 2 years $100.00.
Foreign, 1 year $120.00; 2 years $240.00.
lication American Drycleaner, writes “Essential Post-COVID Tax Single copies $10.00 for U.S., $20.00 for all
other countries. Published by American Trade
Tips.” Beginning on page 8, he’ll pass along valuable information Magazines LLC, 650 West Lake Street, Suite
320, Chicago, IL 60661. Periodicals postage paid
shared by a trio of tax professionals to take full tax advantage of at Chicago, IL and at additional mailing offices.
the COVID relief programs that have helped small businesses keep
their doors open during the pandemic. POSTMASTER, Send changes of address and
form 3579 to American Coin-Op, Subscription
Paul Russo examines signage in his latest Pointers from Paulie B Dept., 125 Schelter Rd., #350, Lincolnshire, IL
60069-3666. Volume 63, number 2. Editorial,
column starting on page 18, describing how certain signs go wrong executive and advertising offices are at 650 West
Lake Street, Suite 320, Chicago, IL 60661. Charles
and offering tips for creating interesting, easy-to-understand signs Thompson, President and Publisher. American
Coin-Op is distributed selectively to owners,
that will improve a customer’s laundromat experience. operators and managers of chain and individu-
ally owned coin-operated laundry establishments
However we’re delivering this month’s issue to you—by postal in the United States. The publisher reserves the
mail or digitally—we’re pleased to have your business. right to reject any advertising for any reason.
© Copyright AMERICAN TRADE MAGAZINES
Bruce Beggs LLC, 2022. Printed in U.S.A. No part of this
Editorial Director publication may be transmitted or reproduced
in any form, electronic or mechanical, without
written permission from the publisher or his rep-
resentative. American Coin-Op does not endorse,
recommend or guarantee any article, product,
service or information found within. Opinions
expressed are those of the writers and do not
necessarily reflect the views of American Coin-Op
or its staff. While precautions have been taken to
ensure the accuracy of the magazine’s contents at
time of publication, neither the editors, publish-
ers nor its agents can accept responsibility for
damages or injury which may arise therefrom.
4 AMERICAN COIN-OP FEBRUARY 2022 www.americancoinop.com
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INDUSTRY SURVEY
STORE ‘GREATNESS’ OFTEN
LINKED TO CLEANLINESS
T he creation and development of a “great” self-service laundry
can be attributed to many factors. For many store owners
responding to this quarter’s American Coin-Op Your Views sur-
Equipment mix/number is next at 15.2%, followed by customer
comfort, friendly owner/employee(s) and “other,” each at 12.1%.
As might be expected, cleanliness is the least overrated factor
vey, cleanliness is top of mind for them when someone mentions a (6.1%).
“great” laundry. Respondents were asked to identify their store’s best feature.
Roughly 45% of owners polled think first about cleanliness. Here are some of their answers:
Equipment mix or numbers is next, at 21.2%, followed by having • “Automatic doors.”
a friendly owner/employee(s), 15.2%. • “Cleanliness.”
Customer comfort, aesthetics/décor and “other” each garnered • “In-store music.”
6.1% of the vote. Within the “other” responses, staffing, and ser- • “Our employees are the best thing we have, bar none.”
vice and experience were cited. • “Aisle, folding space and comfortable seating areas.”
Aesthetics/décor is the factor that’s most overrated when judg- • “Lots of equipment, all working.”
ing the “greatness” of a store, according to 42.4% of respondents. While an attended store frequently offers a service level that an
unattended store doesn’t, nearly 55% of respondents say yes, an
unattended store can still be considered “great.” Roughly 27%
say no, and the remaining 18.2% are unsure. Here’s what some
respondents answered, along with their reasoning:
• Yes – “Even without attendants, the other attributes still con-
When someone mentions a “great laundry,”
Whenthe
what’s someone mentions
first thing a “great
that comes laundry,”
to your mind?
tribute to a store’s operations.”
what’s the first thing that comes to your mind? • Not sure – “Mine is partially attended and I still have trouble
keeping up with repairs, cleanliness, unwanted guests, etc.”
Equipment mix/number 21.2% • Yes – “Great owners care for the equipment and resolve all
Equipment mix/number 21.2%
Customer comfort 6.1% customer issues. That makes a great unattended store.”
Customer comfort 6.1% • No – “I think staff makes a store great.”
Friendly owner/employee(s) 15.2%
Friendly owner/employee(s) 15.2% • Yes – “Attended stores often criticize unattended stores as
Cleanliness 45.5% being inadequate with little evidence to back it up. I would
Cleanliness 45.5%
Aesthetics/décor 6.1%
agree an attended store is a nice luxury but it is not necessary.”
Aesthetics/décor 6.1% • No – “This may be bias from a big-market perspective.
Other 6.1%
Other 6.1%
However, an unattended store is simply not capable of offer-
ing all the amenities that larger stores can. That said, there is
still a place for unattended stores in the overall marketplace.”
Can an unattended laundry still be • Yes – “If the owner cares enough and has it cleaned a couple
Canconsidered
an unattended laundry
a “great” still be
store? of times per day (and) all equipment is in working order.”
considered a “great” store?
• No – “It can be a decent store, but you can’t get refunds, you
18.2%
can’t be helped, you have nobody to go to when things aren’t
18.2% working properly.”
Not sure
Not sure What about the industry’s overall image? Store owners were
asked to describe what’s happened to it since they opened their
54.6% laundromat. The majority, 45.5%, say it’s “more or less the same.”
27.3% 54.6%
Yes Slightly more than 30% believe it’s “somewhat better,” and 24.2%
27.3% Yes
No say the industry’s image is “far better.” No one described today’s
No
industry image as “somewhat worse” or “much worse.”
American Coin-Op’s Your Views survey presents an unscien-
tific snapshot of the trade audience’s viewpoints. Subscribers to
American Coin-Op emails are invited to participate anonymously.
To better define owner/operator opinions and industry trends, the
To read other Your Views survey stories, visit www.americancoinop.com
entire trade audience is encouraged to take part. ACO
6 AMERICAN COIN-OP FEBRUARY 2022 www.americancoinop.com
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Essential Post-COVID
Tax Tips
Steps to ensure your
business gets all the
(tax) credit it deserves
(Photo: © ilixe48/Depositphotos)
by Dave Davis
T
here can be a vast distance separating the skillsets of a suc- “There’s a timing component to all of this,” he says. “It’s impor-
cessful self-service laundry owner and being knowledgeable tant to follow the timing of expenses, the timing of when the funds
in accounting. However, when it’s time to file the taxes for are received in use, and then the timing of when the loan is forgiven
your business, this gulf needs to be bridged. to make all those pieces come together so they don’t pay income
While this can be a challenge in the simplest of times, given the tax and they get the deductions of the expenses.”
government programs set up in the last couple of years to help The Employee Retention Tax Credits, or ERTC, is another pro-
small and mid-sized businesses through the pandemic, navigating gram that helped many laundry owners survive the darkest days of
the divide has become even more daunting. Still, by paying atten- the pandemic and keep their core staff together.
tion, and seeking the help of professionals when necessary, laundry First offered in 2020, the ERTC is a checklist formula that
owners can take care of their taxes — and might even find some allows business owners to get a tax credit on a portion of what
pleasant surprises. they paid their employees on their payroll tax reports. The pro-
gram came to an end as part of the recent infrastructure bill, says
LETTERS OF THE (TAX) LAW Jonathan Boehmer, vice president of client success at PuzzleHR, a
Small-business owners have had to learn an alphabet soup of gov- human resources firm headquartered in Tampa, Florida. In fact, it
ernment acronyms in recent months. Among them are the Paycheck was eliminated for the last three months of 2021.
Protection Program (PPP), Work Opportunity Tax Credits (WOTC) “Many laundromat owners out there may not be aware that the
and Employee Retention Tax Credits (ERTC). Understanding what legislation President Biden signed killed the ERTC for Q4 2021,”
each of these programs was designed to do and how they work he says. “They’re not going to be able to claim it.”
together is crucial to successfully dealing with your tax liability. While the ERTC has ended, business owners can still look to the
“There are two levels of the PPP loans that business owners past to maximize their benefits if they didn’t take full advantage of
need to be aware of,” says CPA Sean Manning, the CEO of Payroll them at the time, Boehmer says.
Vault, a payroll and workforce management company headquar- “One thing I want the laundromat owners to know is that the
tered in Littleton, Colorado. “The good news with PPP is that any statute of limitations for claiming the ERTC for 2020 and the first
qualified expenses are deductible. And the other really good news three quarters of 2021 is five years,” he says. “I don’t recommend
is that the receipt of those funds, if used for qualified expenses, is they wait, but if they haven’t claimed their 2020 ERTC as of yet,
nontaxable. That information took a while to filter through. It’s it’s not widely known that the actual statute of limitations on that
important that laundromat owners discuss this with their tax pre- is five years to go back and collect it. While they’ve sunset the
parer to make sure it’s all managed properly.” ERTC program, making Q4 ineligible, that didn’t have anything
Qualified expenses, Manning explains, include items such as to do with the five-year statute of limitations to go back and cor-
payroll — as the name of the program implies — as well as rent, rect the tax forms. I think that’s important information to cleaning
utilities, and some day-to-day expenses that allow a business to communities to know.”
function. The PPP loans ended in May 2021, and many recipients Boehmer cautions business owners not to double-dip when it
were eligible for full loan forgiveness. comes to these programs.
▼
8 AMERICAN COIN-OP FEBRUARY 2022 www.americancoinop.com“The worst common mistake you can make is to commingle that will help both them and their tax professionals make the pro-
wages that are PPP with ERTC,” he says. “For the dollar that you cess smoother, says Samantha Rocco, a tax and estate lawyer with
paid your employee with PPP, you cannot also claim that dollar for Einhorn, Barbarito, Frost & Botwinick in Denville, New Jersey.
that pay period for employee retention credits.” “To avoid the stress associated with that last-minute scrambling,
laundry owners should keep records for their business income and
WORKING OPPORTUNITIES expenses organized and in a secure location throughout the year,
Boehmer believes that Work Opportunity Tax Credits (WOTC) is rather than waiting until tax time to sort through that paperwork.”
one of the most powerful government programs aiding employers. Clear bookkeeping is everyone’s friend when it comes to taxes,
The WOTC program is designed to encourage employers to hire Rocco believes.
people from targeted groups by giving the business tax credits for “For each expense, the business owner should retain a receipt,
each employee that qualifies — up to $9,600 per employee. The and I would also suggest scanning the receipts so that they can
targeted groups include veterans, ex-felons, summer youth employ- retain a digital copy,” she says. “In addition, I would suggest creat-
ees, vocational rehabilitation referral employees and Supplemental ing a spreadsheet if the owner doesn’t already have one to track the
Nutrition Assistance Program (SNAP) recipients. business’s income and expenses. By doing so, the owner’s task of
“Let’s say I’m a veteran and you hire me,” Boehmer says. “You organizing their receipts will be a lot more manageable.”
can get up to $9,600 of my first $9,600 in salary as a tax credit for Rocco has found that keeping current with tax information can
your company.” save both headaches and heartaches: “By keeping track throughout
He points out that an employer can’t ask potential hires certain the year, a laundromat owner won’t have to try and remember
questions during the recruitment process, such as if they are on months-old expenses while feverishly looking through old papers
social programs, because of various labor laws. “But once you hire trying to locate receipts when tax time inevitably rolls around.”
them, you can ask them all these questions to see if they fall into In fact, the very idea of “tax time” can be a misnomer, she says.
any of the demographic populations in order to claim your Work It’s more accurate to think of the process as “tax times,” because
Opportunity Tax Credits.” many owners are required to pay estimated tax payments quarterly.
Because of the attrition seen in positions in a laundromat, this “Basically, instead of paying one’s entire tax liability in one
program can gain an owner significant tax credits — if they know lump sum, certain entities and individuals are required to pay
to look for them. The turnover for certain roles is so high that this their federal tax liability in four equal installments throughout the
credit could come into play several times during the year when dif- year,” Rocco says. “So, if a business is going to be required to pay
ferent employees have filled the same position. estimated tax payments, I suggest making sure to put reminders in
“Businesses should be aware of this, and they should have the calendar so that the estimated tax payments don’t slip through
methodology and a process in place to legally apply for their Work the cracks. If they do, that can result in penalties from the IRS.”
Opportunity Tax Credits and go through the process,” Boehmer says. Rocco says it’s crucial for laundromat owners to maintain an open
line of communication with their tax professional or accountant.
A NEW TAX LANDSCAPE “There are some key questions they want to ask,” she says. “Ask
Even for laundromat owners who have owned their business for them what information do they need from you to file your taxes,
many years, the past couple of years can present challenges — and and what are the best ways to handle the depreciation of your busi-
opportunities — they might not be aware of come tax time. ness assets? Also, have the conversation every year to see if there
“A lot of business owners forget that they need to consider any proposed changes to tax law that you should be aware of.”
anything that they can reasonably justify as a business expense,” A common mistake occurs when business owners mix their busi-
Manning says. “Now might be a really good time to go through ness and personal finances.
their financial statements and their expenses. Has any of that “When the owner and the business have one account or one
changed? A good example would be launderers who are now doing credit card, it can lead to a nightmare at tax time,” Rocco says. “It
more delivery. Did they have to buy a delivery vehicle? Do they becomes very difficult to determine which expenses were personal
have delivery expenses now that maybe they didn’t before? Did and which were business expenses. So, the best bet is to just keep
they modify their workspace or their building or their parking lot separate accounts to avoid that confusion.”
in order to accommodate drive-thru pickup?” And, while the vast majority of self-service laundry owners cer-
Filing an extension on your taxes to wait and see where things tainly don’t enjoy dealing with taxes, Rocco says it’s best to keep
ultimately shake out might be a good strategy, he says. on top of them throughout the year.
“I tell clients that when there’s rapid change happening to “Don’t procrastinate when it comes to contacting your accoun-
consider the timing of when they file their taxes,” Manning says. tant,” she says. “Waiting until the last minute, as many of us
“Because there’s been so much information recently, you may want know, will cause stress. And we want to avoid delaying payment
to delay your filing with an extension. You still need to estimate of your tax obligations and avoid any penalties that may be associ-
your taxes and pay the taxes; an extension is not an extension to ated with paying your tax obligations late to the IRS. That’s never
pay. But because there’s been so much information recently, if they a good thing.” ACO
are comfortable with the extension process, they might want to
consider that in 2022 for their 2021 filing.” Dave Davis is editor of sister publication American Drycleaner.
Information in this article is provided for educational and refer-
BACK TO THE BASICS ence purposes only. It is not intended to provide specific advice or
Even with all these new terms and programs, there are certain individual recommendations. Consult an attorney or tax adviser
fundamental steps that laundromat owners should pay attention to for advice regarding your particular situation.
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PAY @
MACHINEFIRST IN A THREE-PART SERIES
Incorporating
Pickup Delivery
in Today’s Laundry:
&
(Image: © creatOR76/Depositphotos)
Part 1 of 3:
Labor & Workflow
by Bruce Beggs, Editorial Director and added pickup and delivery in 2020 when COVID-19 hit.
Whether a laundry starts with walk-in WDF from the get-go or
not doesn’t really matter when it comes to adding PUD, Unema
W
ith today’s consumers looking to conserve their per- believes.
sonal time for pursuits that are a lot more fun than doing “What matters is quality control and logistical control,” she
their laundry, more and more self-service laundromats says. “We started residential pickup with the same software we
offering wash/dry/fold (WDF) are adding pickup and use for WDF, and use the same set of systems to maintain quality
delivery to their offerings. of our laundry process. Both are critical. If you can’t produce a
Smartphones that enable users to handle details like ordering five-star load of laundry, you will not be able to charge a premium
and payment online have fueled the public’s embrace of services for delivery.”
that come right to their doorstep. COVID-19’s arrival in the U.S. Unema embraces systems and consistency. Meanwhile, PUD
pushed interest in pickup and delivery—PUD, for short—for laun- service can be full of what she calls “hiccups.”
dry and other services to new heights. “I have a pretty lukewarm feeling from it,” she says. “My custom-
But before a laundromat takes the leap—hits the road?—there ers love it. They just love it, so I have to love it. But I don’t love it.”
are some things to consider. After all, it would be foolish to think Matt Simmons, who runs Super Suds Laundromat in Long
that adding transportation to the production mix wouldn’t create Beach, California, with brother Aaron, believes in firmly establish-
some new challenges. ing walk-in WDF before taking on PUD.
And thus American Coin-Op is publishing a three-part series this “You want to have wash and fold (service) down,” Simmons
year on incorporating pickup and delivery, starting this month with said during a 2021 episode of the American Coin-Op podcast.
a look at labor and workflow. Subsequent parts to arrive later this “Say that you know you’re going to be doing pickup and delivery,
year will address the tools needed (vehicle, computer software, etc.) I’d start with in-store, because adding pickup and delivery is liter-
and the marketing and promotion of such a service. ally adding another moving part.”
His parents opened Super Suds in the late 1990s, and add-
GETTING STARTED ing PUD was always the goal of his father, Sanford: “He knew
For Brio Laundry in Bellingham, Wash., the decision to add PUD he wanted to bring laundry to the laundromat. He wanted the
can be traced directly to the coronavirus pandemic and Brio’s “regu- machines spinning at nighttime, and he knew it was possible.”
lar customers who could not come in the store,” says owner Colleen Super Suds and its roughly 200 washers and dryers handles some
Unema. The 3,000-square-foot laundromat located some 100 miles 600 pickup orders a month, according to Simmons.
north of Seattle has two full-time and four part-time staffers. Mark Vlaskamp is co-owner and managing partner of The
Brio began offering WDF immediately upon opening in 2012 Folde, a laundry pickup and delivery service that relies on
▼
12 AMERICAN COIN-OP FEBRUARY 2022 www.americancoinop.comThere’s more: We’re just two members of NIE’s team of experts. NIE has been handling fabricare insurance since 1915!
laundromats it owns in Houston and Austin, Texas, as processing But the Brio turnover rate was such that Unema felt she was
hubs. The Folde utilizes 10 vans and 60 employees, with very few training “over and over again.” So she created “Brio Laundry
positions being full-time; out of the Austin store, it’s doing roughly University,” an online learning management system featuring train-
7,000 to 10,000 pounds of mostly residential work a day. That ing videos, worksheets and quizzes.
laundromat covers about 5,500 square feet and warehousing occu- “[Our workers] get to see what to do, when, how, and what the
pies the remaining 2,000. quality control standards are. We will require all of our attendants
“A lot of pickup and delivery companies like to be the antithesis to take and pass the classes. It is very detailed and puts into a sys-
of a laundromat,” Vlaskamp says. “But we’re laundromat guys. tem how to do laundry in a production-style process. The only way
We have laundromats, we like laundromats. … A digital marketing to make money doing laundry is to think ‘production.’”
firm can figure out how to get customers in and do all the bells and
whistles. We like figuring out the operational workflows, fixing the PHYSICAL CHANGES
machines, setting up the (standard operating procedures), things While every laundromat is similar, few are identical. So each
like that.” physical layout comes with its own unique challenges. But a stan-
dard laundromat layout is a good starting point for doing WDF
LABOR PAINS AND TRAINING and coordinating PUD, Vlaskamp says.
The obvious change in labor by adding PUD is the new driver “There is a point where a traditional laundromat setup becomes
position or positions. And as volume picks up, it may become inefficient and you have to start gearing your processes toward
necessary to add more attendants and/or additional work shifts. assembly line, like a Henry Ford-type setup, warehouse-type
Simmons thinks that deciding how and when to staff grows setup,” he adds.
easier the busier a laundry becomes because the PUD order volume Upon adding PUD, Brio put in stainless steel rolling racks with
aids in calculating labor needs by day. secure coverings and designated a staging area for incoming soiled
As an operation grows in scale, its leadership may need to laundry, says Unema.
broaden the scope of positions working on PUD WDF, according Additional storage space becomes a need once PUD is added.
to Vlaskamp. For example, The Folde employs workers whose “In a way, some of the most valuable space at our laundromat
solitary task is to load washers or to move goods from warehous- is the storage to be able to store the clothes,” says Simmons, who
ing to processing. describes Super Suds emptying out in the morning as PUD deliver-
“Everyone is jumping into (PUD) but I think owners are trying to ies are made but filling up by 8 that night with the day’s pickups.
figure out what that sweet spot is,” Vlaskamp says. “Some people “And you need to have the right machine mix to process all the
want a laundromat with two attendants and just to keep those clothes, as well. And you also need to have, as you get busier, flex-
attendants busy, and that’s awesome. Get an attendant, get a driver, ible staffing.”
▼
and you can make good extra margin and
revenue on that.
“But you’ve got to figure out how long
you’re keeping your foot on the gas, because
if you keep it on the gas, it turns more and
more into a warehouse and logistics and
you do really have to reach that next level.”
The laundry process turnaround for
customer delivery is “non-negotiable,” says
Unema, so staffing—and staff training—is
critical for Brio.
“We already knew how to do laundry,
and make money at it,” she says. “Now the
trick is to merge two streams of incoming
laundry into the established process – and
produce two streams of laundry, one for
in-house and one for delivery.
“Keeping it sorted, tagged, prepared for
a car ride and porch delivery in all kinds
of weather, sometimes common sense isn’t
there, so training becomes very important.” (Photo: © urfingus/Depositphotos)
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www.advancedatmsystems.com“I’ve seen creative takes on cabinetry, going vertical with floor- “We always prioritize machines for walk-in customers and fit
to-ceiling shelves, anything you can do to get extra space,” says in our machine needs as we see opportunity,” she says. “We will
Vlaskamp, whose company takes advantage of the area behind its use machines at the end of the day or before we open. The way we
dryers to store goods before washing. “It speaks to literally every process laundry allows for different stages to be done throughout
bit of space is valuable. Most people don’t really use that space the day, for laundering later in the day.”
back there, and we’re cramming it up to the ceiling.” And Brio never combines customer clothes, not even using mesh
Within the framework of order tracking, clearly designating bags, she adds.
spots along the production path (“...this is folding table 6, this is “We process laundry as the deadline dictates. When you have
machine 112, this is this, this is that...”), while not really a physical a two-day turnaround, you have time to build your day’s laundry
change, makes it easier for everyone to follow orders throughout list. This auto-prioritizes the process list for attendants. The man-
the process, he adds. ager is full-time and performs the audit every morning and again
before he leaves the shop.”
IMPACT ON WORKFLOW Aside from workflow, you can bet that adding PUD will create
“Pickup and delivery does have an impact on your in-store new managerial stresses, according to Vlaskamp: “Whether your
operations,” Simmons says. “Employees started competed for shop is open or closed, you will be thinking about this, or getting
machines with customers, and customers were taking clothes out calls about this. Employee headaches, customer headaches, equip-
of the washing machines, so you do need to identify which orders ment headaches, it’s going to extend the hours of you’re thinking
your employees are working on. Our overall goal was to open up about all that.”
at nighttime but it did take time before that made sense.” But that’s where the added revenue of a popular service can help
During regular retail hours, rather than setting aside specific soften the blow.
machines for walk-in customers and others for PUD processing,
Vlaskamp says The Folde tries to maintain an unused ratio. GETTING INTO IT
“We need more than half of the machines to be unused and open While it may seem that everyone is offering pickup and delivery
at any given time,” he explains. “So if a loader is loading and the these days, “it’s not too late to get into the game,” says Simmons.
folders are folding slow or we have six folders call out because “A lot of people are hesitant because they see more competition
Grandma’s sick on the same day, that loader needs to not load than ever. Before, if you did a search on Google for ‘laundry pickup
how he usually would,” says Vlaskamp. “We need to make sure and delivery near me,’ you might have seen one or two people.
everything is flowing through, so if we got a rush of walk-in retail Now, you’ve got pages and pages of responses. And that can be
customers, they could all have a machine.” intimidating.
Unema says offering PUD hasn’t impacted Brio’s hours of opera- “We have more competition than ever ... but we’re also making
tion, and that self-service customers will always have a place in her more money than ever. It’s a growing market. That’s what to keep
laundromat. in mind. It’s a growing market, so even if there are more people
playing ball there, it’s because they’re mak-
ing money. So, I would just get in.”
“Demand is out there. It’s relatively
low-risk to start and try out, if you’re ask-
ing me, compared to years ago when you
had to educate a whole customer base,”
Vlaskamp says. “People are searching for
this. The Google trends on the searches are
crazy right now. People are actively seeking
this out, so a laundromat owner that wants
to test it out isn’t going to have to spend a
whole ton of money marketing to it.
“Get a driver, get a folder and try to get
a few orders. You should be able to get
four or five orders to see if you like it or
not.” ACO
Watch for Part 2 arriving
(Photo: © Wisky/Depositphotos) in the May issue!
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https://www.mfine.co/dussehra-ten-bad-habPOINTERS FROM PAULIE B
MAXIMIZING YOUR
SIGNS’ EFFECTIVENESS
A ll businesses must have signs, but laundromats
rely on them more than many others.
Mat owners are reminded of this on a regular basis.
way. If you humiliate the customer, don’t expect them
to come back.
For instance, if a customer complains that her laundry
It seems that often a problem comes up because the was removed from her machine while she was out shop-
customer didn’t read the signs/instructions, or didn’t ping, just explain your policy to show why her laundry
understand what the sign was saying. How can some- was removed, and point to the posted sign that reads,
one sit in a laundromat for two hours every time they You must be here when your machine stops or your
come, yet not read the signs? clothes will be removed for the next customer.
Paul Russo Even though many customers don’t read signs, you Isn’t it better if more customers would read, under-
still need to post signs for their guidance, so you can stand, and follow your signage so these problems don’t
minimize problems. At the very least, you need signs come up in the first place?
to point to after a problem occurs. You need to show The question is, why don’t customers read signs and
that the problem happened because they didn’t fol- what can be done about it?
low directions. Just say it in a polite and respectful Your signs should be pleasing to the eye. A good sign
shop can give you ideas on the sign style, materials, col-
ors, etc., you may want.
You should also know which mat signs are useful,
and which are not. To get ideas, do an internet search
for “laundromat signs.” You’ll find every mat sign topic
out there!
You’ll also find that the vast majority of mat signs
are negative, which is necessary for some topics. But
try to keep them polite and instructional rather than
confrontational.
If you are going to use the word “don’t,” then once in
a while try adding “please” in front of it.
You want customers to have a good experience in
your mat, and signs can help … to a point.
WELL-WORDED SIGNS HAVE SEVERAL BENEFITS
What do I mean by a well-worded sign? It’s an easy-
to-read sign that gets your message across clearly, briefly
and politely. It may even be a little entertaining.
Well-worded signs:
• Help customers (and your mat) avoid problems
• Free up your attendants’ time
• Educate and instruct new customers
• Protect people by warning them of hazards or risks
• Help identify equipment, change machines, rest-
rooms, etc.
• Help customers who can’t read English if they are
made bilingual and feature some graphics
• Announce various events, sales and promotions
Ideally, you want to instruct, enlighten, inform and
This sign that once stood outside one of Russo’s stores is an example of a sign that entertains, he says. “It educate people about laundry.
was so popular that people were walking up and taking pictures of it at least a few times a week.” (Photos In advertising, feelings are bigger than words. People
courtesy of Paul Russo) often make decisions based on emotion instead of logic.
18 AMERICAN COIN-OP FEBRUARY 2022 www.americancoinop.comSigns can also produce subliminal mes- paper signs created on my computer when
sages, those that reach the brain below the I was running my stores, then laminated
threshold of consciousness. them so they would last a few months—
Did you know that retail stores sell- even years in some cases—before they
ing analog clocks (with hour and minute would start to look faded.
hands) almost always display the ones they Internet retailers offer good thermal lam-
have for sale with the time set at 10 minutes inators for less than $50. The money is in
after 10 so the clock look like it’s smiling? the laminating pouches (similar to printers
So, take a cue from the big shots. The and ink). Try using some colored paper to
end goal in creating your store’s signs is to brighten things up.
help people feel good about your mat. If you really want to push something
Choice of Languages — Be aware of To grab the attention of thousands of passing New York City important inside the mat, you can choose
the most common languages in your area motorists and pedestrians, Russo sometimes positioned a to print up, say, 12 laminated paper signs
besides English, because you may want to person holding a sign on a nearby street corner. One side of and put them at key locations, ensuring
make some signs in that language. Graphics the sign was in English, the other side in Chinese. that more people will have the opportunity
and photos also help. They say a picture to read them. You can also choose to use
is worth a thousand words, and can help and show store policies. fluorescent (hot pink?) paper for those
people who can’t read English. Do-It-Yourself Signs — If you make a really important messages that you want
Sign Location — The main purpose of sign using paper and Magic Marker, you to stand out.
outdoor signs is to attract attention to your could turn off more people than you think.
mat, identify it, and to create an inviting A handwritten sign is only good for UNDERSTANDING WHERE SIGNS GO WRONG
feeling about your business. Keep the word emergencies. It implies laziness, and a busi- Technically, any sign that a customer
count as short as possible so motorists ness that’s too cheap to offer their custom- doesn’t read is useless. Therefore, your
speeding by will have time to read your sign. ers attractive, professional signs. signs should be brief, clear, and easy to
Indoor signs are used more to instruct That said, I personally printed lots of understand.
▼
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www.americancoinop.com FEBRUARY 2022 AMERICAN COIN-OP 19POINTERS FROM PAULIE B
If 10% or more of the residents in your SIGNS THAT HELP
market don’t understand English, at least I posted a sign outside my store’s drop-
some of your signs should be bilingual. And off window that read, Drop Your Pants
did you know that, according to Forbes, Here. That’s a good example of a sign that
roughly 8 million people in the United entertains. It was so popular that people
States are functionally illiterate? Logos, were walking up and taking pictures of it at
graphics and photos can help you commu- least a few times a week, making me think
nicate with people who can’t read English. Outdoor signs that are well-lighted often stand out, Russo that a lot of buzz was created.
Logos help your mat’s name and identity says: “The contrast from darkness to a lighted sign can And the arrow just below the text helped
stand out in people’s memories (I put my really draw eyeballs!” direct attention into the store.
logo on many of my store signs). A logo In New York City, we had a location
should be easy for any human to recognize post a political sign. where thousands of cars and people passed
and understand in any language. If your signs are in a dark location, cus- every day, but our mat was slightly out of
Graphics and photos spice up your signs, tomers are less likely to read them, so make view from most of the traffic. So, I placed
while adding foreign languages helps non- sure there’s enough light to catch their eye. a guy on the nearest corner, holding a large
English-speaking people. And, of course, sometimes the public sign on a pole. The sign on one side was in
They all increase the number of people simply ignores signs. No Loitering and English, the other side in Chinese.
who will understand your signs. Change is for Customers Only are two that Talking about bilingual again, I posted
Any sign that is old and faded, ripped, are ignored practically every day, but you signs inside the store that displayed wash-
or otherwise not in great shape should be must have them. Adding the word “please” er instructions in English and Chinese. I
replaced. Many mats neglect their signs. to these signs isn’t a great idea because it brought a copy of the English sign to a local
If you allow political signs of any kind implies weakness. Chinese sign shop for translation. I imagine
in your windows, I think you’re asking for The best way to increase compliance you can find sign shops in your area that
trouble. There will always be a percentage with these signs? Place a surveillance cam- can do translations.
of customers who will be offended if you era conspicuously right above them. I also posted signs that reminded custom-
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20 AMERICAN COIN-OP FEBRUARY 2022 www.americancoinop.comers to check their pockets for items like reminders of the tasks that had to be
crayons, pens or lip balm before wash- completed each day. I thought it helped
ing them, along with tips about sepa- a great deal when my crew could easily
rating whites from colors and proper refer to the sign for my policies.
machine loading. Customer complaints There are no doubt some individual
that my machine had ruined their laun- signs that you’ll create yourself because
dry dropped dramatically after those of their unique content. But for stan-
signs went up. dard messages, you can buy ready-made
Posting a stain removal chart that signs from most mat distributors and
carries your store name and encourages parts suppliers. They do seem to cover
customers to take home their own copy most mat topics, and last for a few years
can get your business in people’s homes before showing their age.
for years. I made such a chart on a nice, Lastly, avoid clutter. Post only rele-
smooth card stock back in the ’80s. vant signs that work well. Remove signs
Today, the instructions would be updat- that are dirty, faded, or have outdated
ed to include newer tips, such as more messages. Too much clutter makes peo-
peroxide, acetone, citrus cleaners, etc. ple not want to read anything. ACO
Outdoor signs that are well-lighted
often stand out. The contrast from Paul Russo owned and operated mul-
darkness to a lighted sign can really tiple Laundromats in New York City
draw eyeballs! for more than 40 years before retiring
And not all signs have to be for your Sometimes you can post signs that help your customers and you. Check in 2018. You’re welcome to direct any
customers. I posted a trio of signs in out these signs that remind customers to check their pockets for items questions or comments for Russo to
the back room that served to educate like crayons, pens or lip balm before washing them, along with tips Editor Bruce Beggs at bbeggs@atmags.
my staff about my expectations and as about separating laundry loads and proper machine loading. com.
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www.americancoinop.com FEBRUARY 2022 AMERICAN COIN-OP 21CLASSIFIEDS
2022 RATES: One- to five-time rate: of 5 words. Display classified rates are example, for a July ad, the
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