Procter & Gamble is going into the car wash business -- really.
The consumer products giant has gained approval to build and test its first Mr. Clean Performance Car Wash in the Cincinnati suburb of Deerfield. The building will be 8,900 square-feet and will include a gift shop and coffee bar (Millstone blends will be served), as well. Patrons will be able to watch big screen televisions and kids will even have a chance to help clean cars with play guns that will shoot foam and water. The facility is expected to employ roughly 50 full- and part-time workers.
What happens if the test is successful?
Glenn Williams, a P&G spokesperson, told The Associated Press, "After we've had a chance to operate and understand the viability of the model, we would expand it to other locations."
P&G is confident consumers will want Mr. Clean to wash and wax their cars.
"Consumers want a very high-quality wash," said Mr. Williams. "This will have the latest and greatest state-of-the-art equipment and a level of service not commonly found in car washes."
The Mr. Clean brand has been on a roll in recent years. P&G has introduced new products, including Mr. Clean Magic Eraser (for removing wall spots) and Mr. Clean's AutoDry for washing cars at home.
Car washes that will be competing with the first Mr. Clean Performance Car Wash believe its arrival will benefit everyone's business.
Operators of existing car washes who heard about P&G's plans said they welcomed the competition.
Mike's Express Car Wash, has six locations in the Cincinnati area including one near the site where the Mr. Clean business will be built.
"Any time a new car wash competitor comes into the marketplace, it improves the category as a whole; it helps remind people of the importance of washing their vehicles at a professional car wash," Mike Dahm, executive vice president of operations for Mike's, said in a statement.
Will P&G follow its Mr. Clean venture into car washes with, say, a chain of Tide Laundromats or Millstone Coffee Shops?
Mr. Williams said he is not aware of any plans by the company to open other retail business featuring its brands.
Discussion Question: What do you think about P&G testing Mr. Clean-branded car wash business?