Detail Survey Cover:Detail Survey Cover T H E V O I C E 12/17/14 O F 1:29 PM T H E Page 37 C A R C A R E I N D U S T R Y Results from the Auto Laundry News 2015 Detailing Survey
2015 Detail Survey he 2015 Auto Laundry News Detailing Survey was conducted through a mailing of questionnaires to a random selection of subscribers who provide detailing services at their car care businesses. The information contained in this report results from an analysis of data provided by respondents from across the United States. RESPONDENT POOL PROFILE For comparative purposes, respondents are, on 56% 9% 2014 INCOME LESS THAN IN 2013 occasion, separated into three main categories: freestanding detailing shops (Freestanding), detail shops run in conjunction with a car wash (Car Wash Combo), and mobile detail services (Mobile Services). A fourth category, detail shops run in conjunction with a business other than a car wash (Other Combo), such as a gas station, fast lube, etc., is employed when relevant. Closely tracking the percentages in the previous survey, the categories break down as follows: WINTER SPRING SUMMER FALL Pacific 17 19 42 22 Mountain 15 34 27 24 Midwest 18 25 33 24 Central 13 35 26 26 South Central 23 32 23 22 Southeast 34 26 19 21 Mid-Atlantic 11 34 30 25 New England 16 30 29 25 KEY PERCENTAGE OF DETAIL BUSINESS DONE BY SEASON BY REGION Pacific Alaska-California-Hawaii-Oregon-Washington Mountain Arizona-Colorado-Idaho-Montana-Nevada- New Mexico-Utah-Wyoming Midwest Iowa-Kansas-Minnesota-Missouri-Nebraska- North Dakota-South Dakota Central Illinois-Indiana-Michigan-Ohio-Wisconsin INCOME COMPARED TO LAST YEAR OPERATOR PROFILE Freestanding Detail Shop Mobile Detailing Full-Service Conveyor Car Wash 2014 INCOME MORE THAN IN 2013 Exterior-Only Car Wash 0% Self-Serve Car Wash 35% 2014 INCOME SAME AS IN 2013 Results From The Auto Laundry News South Central Alabama-Arkansas-Kentucky-Louisiana- Mississippi-Oklahoma-Tennessee-Texas Southeast Delaware-Florida-Georgia-Maryland Carolinas-Virginia-West Virginia Mid-Atlantic New Jersey-New York-Pennsylvania New England Connecticut-Maine-Massachusetts- New Hampshire-Rhode Island-Vermont In-Bay Automatic Oil Change/Lube Gas Station C-Store Detailer Type % of Total Freestanding 44 Car Wash Combo 37 Mobile Services 13 Other Combo 6 PERFORMANCE Overall, 56 percent of respondents report improvement in their business over the previous year. This compares to 58 percent who experienced such progress in the previous survey and represents an interruption of the growth trend in this number that survey participants have been reporting since 2011. This step back is a small one, and operators can take solace from the fact that only 9 percent of respondents, overall, report experiencing business reversals compared to the previous year the smallest percentage since the advent of the New Millennium. Holding steady best describes the performance reported by 35 percent of respondents. With 64 percent reporting improvement, Freestanding shops outperformed Car Wash Combos, 44 percent of which made advances. EMPLOYEES No progress has been made regarding the gender divide in employment. In 2008, the survey found that 28 percent of employed detailers were female. In the current survey that number is down to 19 percent. Overall, 35 percent of respondents report that their employees are certified detailers. The vast majority cites a detail-product vendor as the certifying body. Detailers earn more money working at Freestanding locations that they do working at Car Wash Combos 57 percent of the former pay their detailers between $10 and $12 an hour, while 24 percent pay more than $12. The corresponding percentages for Car Wash Combos are 22 and 6. 13% 8% 6% 4% 29% 44% www.carwashmag.com 39
AVERAGE TIME REQUIRED TO COMPLETE STANDARD DETAIL PACKAGE FREESTANDING CAR WASH COMBO MOBILE SERVICES OTHER COMBO 4.7 HOURS 3.8 HOURS 4.5 HOURS 3.6 HOURS DETAIL SERVICE PRICES CHARGE FROM A FIXED-PRICE MENU 33% 56% CHARGE ACCORDING TO PER-CAR ESTIMATE USE BOTH METHODS 11% AVERAGE NUMBER OF CARS DETAILED ANNUALLY 2 0 1 5 FREESTANDING 1,137 CAR WASH COMBO 1,232 MOBILE SERVICE 1,050 EMPLOYEE UNIFORMS FULL PARTIAL NE 51% 39% COMPETING DETAIL SHOPS IN AREA NUMBER OF COMPETITORS 0 1 2 3 4 5 MORE THAN 5 OPERATORS REPORTING 15% 16% 21% 12% 16% 40 www.carwashmag.com
HOW FAR DO CUSTOMERS COME? (% from within 2-mile radius, 3-mile radius, etc.) 66% 37% 41% 2 % 12% 3 miles or less 2 miles 5 miles or less 8 miles or less 10 miles or less CUSTOMER PROFILE RETAIL VEHICLE PROFILE 81% Retail 1% Taxi/Limo 15% Auto Dealers 3% Other (Fleets,Body Shops, Etc.) 19% New (under 1 yr. old) 24% 1-2 yrs. old 31% 3-5 yrs. old 26% 5+ yrs. old OPERATING COSTS AS PERCENTAGE OF REVENUE RENT 16.1% EQUIPMENT/SUPPLIES/MAINTENANCE 7.1% CHEMICALS (incl. soap, wax, compound, etc.) 7.8% LABOR 34.4% UTILITIES (incl. water/sewer) 6.3% ADVERTISING & PROMOTION CAR WASH TODAY 1.7% INSURANCE 4.6% CUSTOMER CLAIMS 0.4% www.carwashmag.com 41
OFFER EXPRESS SERVICES FREESTANDING CAR WASH COMBO MOBILE SERVICES 35% YES 38% 65% YES 62% 29% YES 71% TYPE STANDARD EQUIPMENT HI-SPEED BUFFER ORBITAL WAXER PAINT THICKNESS GAUGE 16% VACUUMS WET/DRY VACS CARPET/UPHOLSTERY EXTRACTOR STEAM-CLEANING MACHINE 32% PRESSURE WASHER 30% CARPET SHAMPOOER 45% OZONE MACHINE 37% MICROFIBER CLOTH DETAILER S CLAY SURFACE PREP TOWEL/PAD 50% PERCENTAGE UTILIZING 89% 76% 89% 87% 82% 74% 82% 84% RETAIL CONSUMER PROFILE 54% MALE 46% FEMALE AVERAGE MONTHLY GROSS INCOME (DETAIL SERVICES ONLY) FREESTANDING $13,538 CAR WASH COMBO $16,214 MOBILE SERVICE $9,875 EMPLOY CERTIFIED DETAILERS YES 35% 65% 44 www.carwashmag.com
RETAIL FREE- STANDING CAR WASH COMBO MOBILE SERVICE COMPLETE INTERIOR/EXTERIOR DETAIL $243.11 $168.50 $166.67 INTERIOR DETAIL ONLY $129.25 $104.75 $111.00 EXTERIOR DETAIL ONLY $139.25 $95.20 $116.00 WHOLESALE AVERAGE PACKAGE PRICES FREE- STANDING CAR WASH COMBO MOBILE SERVICE COMPLETE INTERIOR/EXTERIOR DETAIL $169.90 $127.50 $139.00 INTERIOR DETAIL ONLY $105.67 $85.00 $76.00 EXTERIOR DETAIL ONLY $75.50 $78.00 $96.25 LABOR COSTS PERCENTAGE OF DETAIL BUSINESS DONE BY DAY OF THE WEEK AVG. WAGE PER HOUR PER EMPLOYEE FREE- STANDING CAR WASH COMBO MOBILE SERVICES MONDAY 20 12 21 TUESDAY 19 14 9 WEDNESDAY 19 15 23 THURSDAY 17 17 13 13% PAID MINIMUM WAGE 28% PAID MINIMUM to $10.00 PER HOUR 44% PAID $10.00 to $12.00 PER HOUR 15% PAID OVER $12.00 PER HOUR FRIDAY 18 19 21 SATURDAY 7 15 10 SUNDAY 0 8 3 www.carwashmag.com 45
A LA CARTE SERVICES SERVICE PERCENT OFFERING AVERAGE PRICE OVERALL FREESTANDING CAR WASH COMBO HAND WAX MACHINE WAX/BUFF CARPET SHAMPOO UPHOLSTERY CLEANING LEATHER/VINYL (INT.) DRESSING VINYL/RUBBER (EXT.) DRESSING DEODORIZING PAINT TOUCH-UP PAINTLESS DENT REMOVAL WINDSHIELD REPAIR EXTENDED UPHOLSTERY PROT. EXTENDED PROT. PAINT SEALANT HEADLIGHT RESTORATION ENGINE CLEANING WINDOW TINTING PINSTRIPING 78% 69% 83% 81% 69% 61% 44% 28% 14% 19% 33% 39% 69% 50% 19% $70.91 $124.55 $67.27 $65.00 $34.00 $26.67 $74.14 $87.25 $87.50 $56.00 $154.60 $163.11 $74.90 $55.00 $175.00 $51.67 $72.50 $47.08 $43.25 $22.22 $14.00 * * ** * $49.23 $108.67 $47.14 $45.00 $190.00 14% $62.50 ** * To Few Responses ** Not Offered 5,000-10,000 10,001-20,000 12% 30,001-40,000 17% 40,001-50,000 More Than 50,000 DAILY TRAFFIC COUNT 20,001-30,000 14% 7% 0% 50% AVERAGE GROSS REVENUE PER CAR (CAR WASH SALES ONLY) $16.25 AVERAGE NUMBER OF CARS WASHED PER MONTH 4,456 46 www.carwashmag.com