Regal Carwash, Phoenix, AZ

Multi-Profit Center Chain

10-Site Multi-Profit Center Chain Uses DRB Systems Computer To Fine-Tune Its Menu of Services

Challenge: To offer customers a broad range of services and cross promote different profit centers, while avoiding overlapping menu options and maintaining tight control.

Solution: Use your DRB Systems computer to fine-tune your selection and run discounts involving different profit centers.

The 10-site Regal Carwash chain believes in giving the customer a choice. A quick look at the menu board in the chain's detail shops drives home this commitment. In addition to five detailing packages, ranging in price from $99.95 to $300, Regal offers a variety of a la carte services from engine cleaning to paint touch-up.

"This is probably a more extensive menu than average, but the detailing market demands a lot of choices," said Rick Gimla, general manager of the Phoenix-based chain. "We've found that if your top detailing option is $129, you'll get that; but if you go up to $300, you'll get that too."

Since consumer tastes are always changing, Regal is constantly tweaking its extensive detailing menu to reflect shifting market conditions. Information provided by the chain's computer system is invaluable in helping Regal's decision-making process regarding new detailing services and prices. The Loyalty Promotion feature in the chain’s computer system is used to call up customer histories, so detail shop employees can make constructive selling suggestions.

Regal uses the Loyalty Promotion feature in its computer system to run cross promotions involving its different profit centers. For example, customers who join the carwash's Gold Membership Club receive a free express detailing after a specified number of wash purchases. The chain's computer system will only award customers this perk once the specified number of washes has been reached. Employees do not have the discretion to award free express detailings to club members. This protects Regal's promotion from fraud and abuse.

DRB Systems also helps Regal manage its multi-profit center more efficiently. Our computer system will automatically deduct the price of an exterior-only wash from the price of a detailing job, and credit to the carwash. This covers the cost of washing the detail customer's vehicle, and ensures more accurate financial reporting.

Bottom line: By running its multi-profit center on a single computer system, Regal Carwash has been able to manage and market its diverse sites more efficiently.