“Strategic Marketing” Presented by Rob Stam at THE CAR WASH SHOW 2018

Tommy Car Wash Systems and Navigate Works Marketing Director Rob Stam speaks at the 2018 ICA Event in Las Vegas.



Tommy Car Wash Systems


Come See Ryan Essenburg at The Car Wash Show 2018!

Mark your calendars to attend “Fundamentals of Express Carwash Success: Blue Ocean vs. Red Ocean Site Selection”, an informational session presented by Tommy Car Wash Systems’ President Ryan Essenburg covering key factors expected to drive aggressive car wash growth in the coming years.


The session will be held Thursday, April 26 from 9:15 a.m. to 10:15 a.m in the Las Vegas Convention Center. All attendees are also formally invited to visit the Tommy Car Wash Systems exhibit during regular show hours. We’ll be highlighting the new WASH CLUB Licence plate Reader setup, Easy-Chem Car Wash Solutions System, and our original equipment and building designs.


Tommy Car Wash Systems


Dubai, an Amazing City that Fails to Offer a Convenient Method for Car Washing

Dubai UAE


The people of the United Arab Emirates, who have built the tallest building in the world and some of the most magnificent creations on the planet, who import nearly everything from a global marketplace, have been unable to import professional car washing. In the United States we place conveniently located tunnel car washes at a rate of around 1 tunnel car wash location for every 20,000 vehicles. In Dubai there are a mere handful of car washes serving a city of millions who thrive on vehicle pride. So why such a failure in Dubai? How can it be that a city with so much figured out could fall so short in one category?


• Inbay automatics will never achieve the necessary standard of Clean, Shiny, Dry, Fast

• With no passion for car wash revenue and operations, current car wash operators will continue to fail and under serve the market


For the most part today’s car washing in Dubai is conducted either via hand washing centers, which take about 45 minutes at most sites, or at oil company controlled inbay automatics. Inbay and rollover washes dot the highways with either a 45 minute wait for service, or are worn, torn, and abandoned by customers. As we all know these obsolete car wash models, capable of only 8 cars per hour, cannot meet or withstand the demand that exists in a major city like Dubai. The problem lies in the culture of oil companies which, as it is here in the US, places their interests in fuel sales alone and not in the success of other services like car washes. After fuel sales are considered they may be excited about c-store and food service revenues, but few know (though some are now realizing quickly) why we consider fuel and c-store focus a “loss leader” compared to the potential profits of a high-volume car wash.


Land values in many large cities raise the barrier to entry for independent operators. So while we have oil companies who are capable and failing to execute, the independents who want to get in our kept out due to high land costs or city entitlements. Land in Dubai is often valued based on its zoning allowance, so a lot zoned for a high rise will will carry a value that effectively locks ground level tenants out of the game. The land, in a sense, is available, but the best place to build car washes, as in the Unites States, is still at local gas stations which already offer space and highway access.


Another breakdown in Dubai logic is that car washing is strictly considered an automotive service. It’s not. Car washing is better considered a retail service, one that requires routine, quick access on demand. In the United States we put car washes on prime corners, near neighborhoods, nearly every two miles to ensure the beauty of our community is upheld with clean vehicles. In Dubai, they seem to think car washing, though cars are always filthy, is a less frequent service in the automotive classification (like changing your tires and oil). Therefore they push all “automotive” services outside the main populated areas and into the outskirts of town which is where you go to change your tires. Therefore car washing is not accessible, not easy, and cars remain filthy. The oil companies like Emraat, Adnoc, and Enoc, which control the petrol stations, have the ability to bring real conveyorized car washing to the accessible areas of the city.


There are challenges to consider. For one, some areas in Dubai lack waste water management systems. Even though water is available, getting rid of it isn’t always as easy. In some cases sewage must be hauled out by truck daily. This process is not feasible in a high volume car wash situation where, despite the highly efficient water use built in to our designs, we may use around 300,000 liters per day washing at a rate of 2,000 cars in a day.


As we continue to wash 200 cars per hour with proven American car wash technology, Dubai settles for an average of around 5 cars per hour at high-labor hand washes and obsolete rollovers in what is one of the greatest failures of car washing in the world. Fixing the car wash problem in Dubai will take one visionary leader and likely an oil company partner to bring in American-style high processing car washes that reflect Dubai’s identity as one of the great cities of the world.


-Ryan Essenburg, President of Tommy Car Wash Systems, Holland Michigan


Spring Cleaning For Your Car Wash

Spring Budding Branch


Spring offers a particular challenge for many car washes. While winter is generally the busiest season by percent of sales, spring often brings record-breaking days as consumers react to the warmer temperatures and clear skies by heading out to have the car washed. One day a wash may be bumper to bumper with eager customers, and the next heavy rains and cold temperatures drive them away leaving wash employees with little to do but listen to the radio.


So, for car wash operators and managers to make the most of this fickle season you should have a few different strategies and priorities in mind, including the following:


Retool your Marketing

Update traditional and digital marketing strategies with Spring Cleaning messaging, emphasizing any vacuum or detailing services you may offer.


Keep Extra Staff on Call

Make sure you have enough flexibility in your roster to handle both busy days and rainy days on-the-fly without over or under staffing. This may be especially challenging during spring break season.


Clean and Update your Property

Winter is hard on local sites, and with warmer weather it’s important to make sure things are fresh, clean, and ready for the better weather. Empty the gutters, patrol for any litter that may have blown in to your property or been buried in snow drifts, clean any external windows, power wash pavement that may be stained from oil or salt, and update any outdoor marketing materials that show signs of winter weathering.


Prep your Landscaping

Consider working with a local landscaping company to streamline landscaping tasks, or do it yourself and rake, trim up shrubs, fertilize/reseed the grass, and add fresh mulch to your plant beds.


Be Proactive With Equipment Maintenance

Always avoid downtime on clear, warm days and push any equipment or property service to slow or rainy periods, or else after close.  Remember that spring weather can turn on a dime.


Tommy Car Wash Systems


Tommy’s Express Franchise Commences National Expansion


The Tommy’s Express Car Wash Franchise, proudly powered by Tommy Car Wash Systems, is pleased to announce that as of February 2018, fifty five Tommy’s Express franchise locations are under contract around the United States, with an additional international site planned for Saudi Arabia.


These car wash franchise sites will feature Tommy Car Wash Systems’ signature “Totally Tommy” site model. These designs will be complete with dual towers, curved acrylic roof, multiple pay lanes, Tommy Transporter Dual Belt Conveyors, stainless steel curved arches, and the new lightweight app-based Tommy Point of Sale system. At full capacity, each Tommy’s Express car wash facilities will process over 200 vehicles per hour with no manual preparation involved and are designed to function with only two to four employees on site.


Training for all franchise partners is conducted prior to opening at the Tommy’s Express corporate headquarters in Holland Michigan, with continual marketing, training, and operations support provided by he franchiser.


According to the Tommy’s Express leadership team: “Our growth in such a small period of time has been thrilling, and we’re extremely excited for the second round of washes to open… Our team has been perfecting this car wash system for years, and we can’t describe how gratifying it is to bring that system in full to our franchise partners and develop a true national scale car wash network. Nothing out there will compare with it!”


Interested in joining our franchise network? Visit the Tommy’s Express franchise page to learn more and contact the team today. Tours of Tommy’s Express Car Wash sites are available now!


Tommy Car Wash Systems


1 Site, 1 Year, 515,000 Washes

Quality Car Wash of Holland MI


The Totally Tommy site model continues to realize its potential in the field. Quality Car Wash of Holland, MI and Tommy Car Wash Systems are pleased to announce that during the 2017 calendar year the combination carwash, gas station, and convenience store located at Waverly Road and Chicago Drive in Holland Michigan washed a record 515,367 vehicles – an astonishing achievement for the two year old facility which serves as a template for the expanding Tommy’s Express franchise.


This record marks the car wash as one of, if not the single highest producing car wash in the United States and a fitting flagship for the much-loved Quality Car Wash brand. Design highlights include circular stainless steel arches, a rounded acrylic roof, Tim Horton’s drive-through, and a centralized Flight Deck for wash control and convenience store checkout.


According to a representative, “Breaking half a million cars in a year at a single site remarkable, you just don’t see it in the industry… Credit goes to our outstanding team who constantly go above and beyond at Waverly and across all our locations, the dual belt conveyor and other equipment which is engineered to process as efficiently as possible, and the deep roots our brand has cultivated in the Holland market.”


The facility features a 130” tunnel as well as unbranded gasoline service and a Tim Horton’s franchise. Tours of the wash, as well as the Tommy’s Express Car Wash franchise site located nearby in Grandville Michigan, are available to interested parties upon request.


Tommy Car Wash Systems