FMCG brand Proctor and Gamble is reaching out to its customers by trying to help them out with routine household chores like doing the laundry. Under the name of its popular detergent brand Tide the firm is planning to set up more than 2000 laundry stores across US towards the end of 2020. These stores will be open 24/7 and will have drop-off boxes near apartment buildings and large retailers that will be picked up on a daily basis. To reach out to students on campus it will have vans that will visit to collect and deliver washed laundry on specific days.
People using their DropBox facility will have to manage the pickup of their washed laundry via Tide Cleaners app and submit specific cleaning instruction and drop box details so they can be notified in when their laundry is ready for pickup. At present the brand owns several Tide stores that are also drop off points for laundry which has grown due to acquisition of PressBox in 2018 which was an on-demand cleaning service based in Chicago. The same year it also bought out Texas based laundry firm MW Cleaners which became a franchise for Tide.
According to a recent statement by P & G, across US nearly 26 million households outsource their laundry work to stand alone or laundry chain firms like Rinse which is on the way to becoming a multi-billion dollar business soon. To increase its network P&G has invited customers and franchisees to reach out to Tide’s helpline to suggest locations for setting up new laundry units in their city. Dry cleaning stores that are franchisees of Tide will have to pay a royalty of around 6.5 percent on net sales to Tide as per a note posted on the website of Tide Dry Cleaners. Currently there are 125 standalone stores of Tide Cleaners in 22 states majority of which are franchisees owned by families.