Mr. Clean Car Wash, Lube Shop Expands

From the onset, it’s clear: there’s nothing typical about this carwash.

At the Mr. Clean Car Wash in Round Rock, Texas, children aim sud-soakers at cars passing through the high-tech tunnel. Parents sink into oversized seating, watch big-screen TVs, work via free WiFi or enjoy a gourmet coffee or snack. Moms can even shop.

Meanwhile, their cars are being cared for by a “Mr. Clean Team” specially trained in optimal customer and vehicle care, including oil change and full-service maintenance.

On May 8, when the Round Rock wash and lube opened, it became the 16th store in Mr. Clean’s growing line of carwashes; of those facilities, 12 operate with an accompanying lube shop. Mr. Clean Car Wash already is the largest full-service carwash franchise in the country, with other operations in Ohio and Georgia. And work is underway to expand into Houston, Texas; Dallas/Ft. Worth, Texas; Atlanta, Georgia; and Chicago, Illinois markets.

“Round Rock is something of a showplace for us as we’ve incorporated learnings and best practices from our other carwashes, and the operating experience of our management team. As we move into other markets, this will be our prototype,” said Bruce Arnett Jr., chief operating officer of Mr. Clean Car Wash — and a man with 20 years experience operating carwashes.

Mr. Clean Car Wash is operated by Agile Pursuits Franchising Inc., which is a wholly owned subsidiary of The Procter and Gamble Company. One of P&G’s leading national brands, Mr. Clean has been recognized for more than 50 years for the quality, value and top performance of its line of household cleaning products.

Agile Pursuits opened its first Mr. Clean Car Wash in 2007 as an innovative way to expand the brand, thus enabling Agile Pursuits and P&G to touch more consumers’ lives with a service it knows consumers are looking for and need.

Ongoing consumer research shows that increasingly, Americans are looking for quality care for their cars, with a 10-year analysis showing a steady, average growth rate of 10 percent per year in the number of consumers using professional services to clean their vehicles.

“People want to take care of their cars; they are demanding good value and superior service,” Arnett said.

The Round Rock location, which created 50 new local jobs, is a 6,000-square-foot multi-plex facility. The emphasis is on optimal and guaranteed full-service care for customers and their cars. If a customer is not fully satisfied, the Mr. Clean team will either refund or rewash. The guarantee extends four full days — so if it rains or a flock of birds passes overhead, the team will rewash at no charge.

The fast lube portion of Mr. Clean Car Wash offers everything from a 15-point Pennzoil oil change package to a 90,000-mile service package, and every oil change comes with a free Pro Interior and Exterior full-service wash.

The facility also offers express detail services and wash packages that are delivered via a high-tech, tunnel wash that includes a precision soft-cloth system with 1,000 soft-touch points per vehicle — and finishing touches that include washing windows and cleaning surfaces.

“We’ve optimized not just the quality, but the efficiency of service delivery. We have made it nothing short of an art. And, truly, it makes a difference,” Arnett said.

Wash services range in price from $4 early bird; to full-service interior and exterior at $12; and Express Detailing for $30, which typically is delivered in just 30 minutes. For customers, the Mr. Clean Car Wash amenities include a “Comfort Lounge” with three flatscreen TVs, WiFi, a PC counter bar, and premium coffee/snack shop and an on-the-go shop.

“People are busy. They need efficient quality so they don’t have to waste time on repeat service. But they also want to get value from their wait time,” Arnett said. “There’s no reason why a short wait can’t be either productive or enjoyable — or both.”

Mr. Clean Car Wash announced a national franchise expansion in February, 2009, currently has two locations in Ohio, 13 in Georgia, and six more under development across the United States.