By David Dougherty

When an athlete faces a competitor, they will utilize any resource available to gain an advantage. This same principle is not lost on Dino Stop Convenience Store and Gas Station. Working in a highly competitive convenience store market, the Green Bay, Wis.-based company knew that offering a variety of premium features to its customers would be necessary to separate Dino Stop from other gas stations in the area. Chief among these features are high-quality car wash systems at each of their locations.

Dino Stop recently upgraded all of its locations to incorporate advanced car wash technology for its customers. According to Tony Wied, Dino Stop Owner and President, providing exceptional wash standards improved customer satisfaction and has helped make each Dino Stop location highly profitable.

“Customers expect quality when getting their car washed, and I am happy that we can provide that,” Wied said. “Creating a memorable experience with features such as lights helps drive sales and attract customers because they look forward to washing their car. And that’s what really separates us from our competitors.”

Dino Stop, originally purchased by Tony and his father in 1992, has expanded to six locations in the Green Bay area, and is known for its signature dinosaur-themed gas station services and convenience store – a feature that extends to the Dino Coffee and Dino Bakery lines, as well as the newest addition, Dino Wash.

The Dino Stop team recently joined forces with PDQ Manufacturing, Inc., and its distributor to develop Dino Wash branding for each of the newly installed LaserWash^® 360 Plus (touch-free) and Tandem Surfline (light touch) car wash technologies, complete with the new OverGlow Hi-Gloss application system, dubbed “Dino Glow.”

These advances across all areas of their business have helped Dino Stop create a holistic experience for customers through the idea of a “one-stop-shop” approach to food, gas and car wash needs. This is critical and a key profit center for a smaller organization such as Dino Stop, especially in an area where regional and national chains jockey for customer loyalty. Dino Stop and Wied combat the threats of larger competitors by leveraging relationships with trusted, known brands – all Dino Stop locations distribute Shell gasoline and feature restaurants such as Little Caesars Express, Subway and Arby’s.

“We work with these brands because they are synonymous with quality, which is what our customers expect,” Wied said. “That same expectation holds true for car washes, too: people want a premium experience when getting their car washed, and our current systems guarantee that. Our customers trust that their car will be thoroughly cleaned when they purchase a wash at our locations, and the ability to custom brand our wash to include Dino Stop branding gives us a competitive advantage and brand recognition that bigger corporations cannot capitalize on.”

The relationship between Dino Stop and PDQ is working: After one winter of working with the upgraded wash systems, Dino Stop saw a 40% increase in sales, specifically in its car wash offerings. Wied attributes this not only to the advanced features of PDQ wash systems, such as OverGlow, but also to factors such as higher throughput per hour, increased uptime and an attentive distributor.

“The technology has significantly increased our uptime because it can detect issues on its own,” Wied said. “For example, if a vehicle inadvertently hits a car wash component, the system will finish cleaning that car and then stop to reset itself. It runs a diagnostic report and lets us know if further repairs are needed, but in many cases, it is able to fix minor issues on its own through the reboot. This saves us a ton of time in repairs, which means lower downtime costs and more cars that are washed. When we do need additional repairs or maintenance, our PDQ distributor has been a great asset, and is quick to act when called.”

The technology is also benefitting customers. “When we install a new PDQ system at one of our sites, people get genuinely excited,” Wied said. “We used to see these long lines at each location, but these systems can handle more capacity, which has boosted our throughput tenfold. And that’s good for business, but it also is great for customers, because it means they aren’t waiting to get their car washed, as well.”

Boost Profits with Advanced Wash Technology

For convenience stores/petroleum retailers that are operating a car wash, ensuring that each customer’s vehicle receives the attention and care necessary for a thorough and satisfying wash will dramatically increase the likelihood of a repeat customer. Advancements in in-bay wash system technology have allowed operators to achieve this goal while also boosting profits. Below are five distinct ways that advancements in “Smart” wash technology can enhance the operator’s return on investment:

• Cleaning System – Today’s advanced in-bay cleaning systems use smart chemical timing and specific arch functions to ensure your wash is performing at maximum efficiency. Higher throughput rates equal more cars that are washed in a day, boosting profit margins.

• Drying System – Ensuring that each customer’s car is adequately dry post-wash might be associated with a decrease in throughput, but advanced rinse systems are able to perform a final rinse and basic dry in the same operation, all in a single 20-second pass. This ensures a quality wash for customers without affecting overall productivity.

• Arch Control – Advancements in arch control have optimized the productivity of the wash process and result in a consistent, high-quality vehicle wash with less waste, as chemicals are no longer sprayed on the floor, decreasing lost costs in cleaning supplies. Precise arch control also means each car receives an optimal wash in less time than older systems.

• Networking – Modern web browser interfaces allow operators to access a wash system’s key operating functions and reports from the comfort of their own homes, while also reducing the need for on-site troubleshooting. These advanced systems detect issues ahead of time, well before they become serious, helping prevent costly major repairs.

• Consumer Experience – Advances in wash quality give drivers a safe, comfortable and easy-to-use wash experience. Virtual treadles and wash upgrades like hi-gloss applications leave customers with an appreciation of these unique wash offerings, while improved signage helps guide patrons through a hassle- and confusion-free wash.

David Dougherty is the Senior Product Manager for In-Bay Automatics at PDQ Manufacturing, Inc., De Pere, WI, and can be reached at david.dougherty@pdqinc.com. PDQ is part of OPW Vehicle Wash Solutions, a business unit within Hamilton, OH-based OPW. OPW Vehicle Wash Solutions was formed in January 2019 and consists of PDQ Manufacturing, Inc. and Belanger, Inc. PDQ is a provider of touch-free and friction in-bay automatic wash systems and payment terminals, while Belanger provides tunnel and in-bay automatic wash systems. For more information on OPW Vehicle Wash Solutions, visit opwvws.com.