P&G Looks to Change Dry Cleaning for Good
It says it right on the home page: the Tide brand has been
in American homes for 60 years. Now it’s looking to get its own place, which
just happens to be a chain of dry cleaning stores.
According to a Bloomberg News
report, Procter & Gamble’s test of
Tide Dry Cleaners has gone well enough that the manufacturer of Tide is now
looking to extend the brand’s equity through franchises located around the
Count Andrew Cherng, founder of Panda Restaurant Group, among those
ready to get on board with the concept. Mr. Cherng plans to open around 150
Tide locations over the next four years.
"I wasn’t around when McDonald’s was taking franchisees," Mr.
Cherng told the news service. "I’m not going to miss this one."
first began testing the dry cleaner concept in 2008 and has been refining it
Michael Stone, co-founder, president and CEO of The Beanstalk Group,
said Tide Dry Cleaners starts out with an advantage over the competition.
"One would think consumers would trust a Tide Dry Cleaners because they
know P&G is behind it," he told Bloomberg.
P&G is looking
to set itself apart from the competition with GreenEarth technology that cleans
clothes without the use of environment-damaging solvent. Aside from getting
consumers’ clothes clean, Tide Dry Cleaners will also offer drive-thrus, a
24-hour drop box, 24-hour lockers, same-day service and alterations. Actual
services will vary depending on location. Consumers can also enroll in the
Tide Dry Cleaners Rewards program to receive special offers.
Tide Dry Cleaners
is not the only franchise concept working for P&G. The
company has achieved success with its Mr. Clean Performance Car Wash franchises,
which offer adults a free coffee and a place to watch programs on flat-screen
TVs while kids run along the 160-foot wash tunnel and shoot soapsuds at
vehicles passing through.
Discussion Question: What will Tide Dry Cleaners mean for the brand and the
rest of the dry cleaning industry?
- We’re Changing Dry Cleaning for Good – Tide Dry Cleaners
Lures Panda Express Restaurant Founder in Dry Cleaning Push – Bloomberg