The Data Pitch. You Don’t Need a Dashboard to Know Your Washers Are Busy
I overheard this conversation between two laundromat owners at an open house, while we were sharing a table at lunch. One was new to the business and excited about opening his first store. The other had been operating multiple laundries for more than 20 years.
The younger owner was asking great questions, taking notes, and was eager to learn more about the industry from a seasoned operator.
“I’m thinking about going all card,” he said. “This system tracks everything — machine turns, customer habits, peak times… all kinds of backend data. Plus, I can price every machine differently down to the penny.”
The older owner smiled politely.
“I used to have a card store,” he replied.
That caught the younger guy off guard.
“Used to?”
“Yep,” the veteran owner said. “Spent a fortune putting readers on every machine. Then I spent years paying monthly fees, transaction fees, software fees, service fees… everybody wanted a piece of every wash cycle.”
“But what about all the data?” the younger owner asked. “They told me the reports would help me make smarter business decisions.”
The older owner laughed, “Data is only valuable if you know what to do with it.”
“Data-Driven” Sounds Great… Until You Ask One Question
The younger investor leaned in and said, “So what kind of decisions were you making from the reports?”
The veteran owner shrugged.
“The same decisions I was making before I installed the card system — and after I took it out.”
He pointed across the hall at the row of demo washers and stack dryers on display.
“You don’t need a dashboard to know your 40-pound washers are busiest on Saturdays. Just walk through your store. You’ll see it. You don’t need cloud analytics to know which dryers customers avoid. Watch which machines sit empty the longest. Loyal customers already know which dryers work best.”
“And you definitely don’t need monthly software fees to figure out customers want clean stores, working equipment, fair prices, and a safe place to do their laundry.”
The Penny Pricing Pitch
“But the penny pricing is modern,” the younger owner replied. “The sales rep said I could charge $4.37 instead of $4.25.”
The experienced operator nodded.
“Sure. And after all the fees are taken out, maybe you’ll end up with $4.02. Personally, I’d rather keep the $4.25.”
“Look,” the veteran continued, “these systems are designed to impress owners with bells and whistles. But customers aren’t choosing a laundromat because your app has analytics.”
“They choose based on your location, ample parking, cleanliness, all the machines work, and whether they feel comfortable walking in. They come back because you appreciate their business and treat them well.”
The Reality Nobody Talks About
The younger owner still looked unconvinced.
“But everybody says coins are outdated.”
“Outdated?” the older owner replied, “My coins never stopped working because the internet went down. My quarters don’t need software updates. And when somebody puts cash into my machines, every dollar stays in my business. No silent partners taking percentages.”
Then he leaned closer.
“You know what really changed my mind?”
“What?” asked the younger man.
“I realized I was paying thousands of dollars a year for reports that told me things I already knew from being in my store.”
Hybrid Isn’t Anti-Technology
The veteran owner paused for a moment.
“Don’t misunderstand me. Card and mobile payments absolutely have a place. Younger customers expect digital options. And honestly, the hybrid laundry is probably the sweet spot — some card acceptance combined with coins.”
“But a laundry card system where customers have to buy a proprietary card just to use the machines? That never made much sense to me.”
“That model feels more focused on making ownership passive than improving the customer experience. And this business isn’t passive. We’re dealing with people. Customers aren’t impressed by unattended stores where the owner never shows up.”
Then he smiled.
“The trick isn’t choosing old-school or modern.”
“It’s choosing profitable.”
“Every business has fixed costs — rent, electricity, gas, water, sewer, insurance, payroll, supplies. Protecting your margins matters. And coins protect margins better than anything else in this industry.”
Final Thought
Technology can support a laundromat.
But it cannot replace operational involvement, customer service, or common sense.
The best operators still do what they’ve always done:
- Watch their stores
- Understand their customers
- Protect their margins
- Keep their equipment running
Because in the end…
You still can’t deposit “data” into your bank account.
I was happy I sat down at this table for lunch. Interesting conversation.