3 min read
Host Matt DeWolf was joined by Jordan O’Day and Fransua Perez of Wash Rescue to address the fears and realities of rising competition and market saturation. The trio explored strategies for not just surviving in saturated markets, but thriving.
Many operators are understandably nervous about new entrants, particularly large chains with more resources. “You spend your money and you spend your energy and you build up a business and then competition comes in. It is a little bit scary,” DeWolf said.
O’Day said the impact of new competitors depends on market dynamics and an operator’s own strengths. “Site number one may or may not see an immediate small dip depending on what type of operation program competition the guy across… the street’s doing. But in the short term, the 6, 12, 18 and 24 months, both of those sites actually grow in business,” he said.
As car washes become more prevalent in a community, the local market expands and customers become better educated about quality. “Those customers are so used to car washes, they can recognize who’s the better one and they just go to the best one,” Perez said.
Rather than racing to the bottom on price or trying to imitate every competitor’s amenity, Perez suggested operators double down on product consistency and service. “Focus on where you may think that you’re weak and try to bolster those areas,” he said. Operators who play to their strengths and refine internal processes are more likely to retain loyal customers.
The conversation delved into practical adaptations as well. O’Day said offering hybrid models, such as express interior cleaning at traditional express locations or adding self-serve options at full-service sites, can help operators capture a larger share of the market. “That’s helping our operators drive more revenue and like immediately,” O’Day said.
The future of the industry will likely see consolidation, with only the strongest and most adaptable operations surviving long-term, Perez said. “Only the best will survive eventually,” he said, drawing parallels to changes seen in retail and restaurants.
O’Day emphasized that for independent operators, having an outside perspective can be invaluable. “Sometimes having that outside perspective, whether it be a customer, a team member, a family friend, whoever the case may be, sometimes it helps kind of, you know, uncode and untangle and provide some clarity as to what really is going on, you know, unbiased with an unbiased opinion,” he said.
Ultimately, the experts agreed that excelling at the basics—clean cars, strong vacuums and a positive customer experience—remains the foundation for withstanding competition. Operators should not be distracted by trends, but instead measure and review their goals consistently. “Have your goals for the year, for a quarter, for month… but go back and make sure to review those,” Perez said.
As the car wash market evolves, operators who invest in product quality, operational excellence and adaptability will continue to find success—regardless of how crowded the field becomes.
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