American Drycleaner - Nov/Dec 2018

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drycleaner

Nov/Dec 2018 Vol. 85, No. 8

FEATURES

DEPARTMENTS

Pre-Inspection 4 “Ho-Ho-Ho...”

Piece Peace

Counting pieces cleaned at your operation is more than taking one large number and comparing it to last year’s. The type of pieces you clean matter. Now that we are in the season of comforters, leathers, coats and more, counting pieces by category may show you where your pieces are growing. Two drycleaning owners, one from Texas and one from Chicago, share their views on a topic many might want to “go to pieces” over — piece counts. But segments of garment care could be growing. Take a closer look. Maybe you’ll find some peace!

Tim Burke, Editor

14 Hire and Higher

You’ve probably heard the phrase “best hiring practices” before. But what does that really mean for drycleaning owners looking for that next great employee? Let owners in Fresno, Calif., and Pittsburgh, Pa., tell you what they look for in a new hire. One tip: Try to fit the best personality to the right job type when seeking out greatness in hiring. And just like a certain in-flight airline promo explains: “Great is what we’re goin’ for.”

Tim Burke, Editor

NEED HELP FINDING THE HIDDEN HANGER?

Scan this QR Code for help in finding the hidden hanger on this month’s cover. Good luck!

(Photo: Bibbentuckers)

“Business has never been better.”

“The support from CBS was great. Even before we signed up, they were responsive and flexible in their approach. They have helped our team become more efficient.”

Since 2003, CBS has given me consistent updates and easy to understand tech support, all at a price that our industry can afford. I would recommend CBS, and I have, to anyone who is still wasting their time and money on those over priced POS systems.

PRE-INSPECTION

”Ho-Ho-Ho...”

Merry ... Hanukkah!

Fooled you. You thought I was gonna say, “Merry Christmas.”

OK, OK ... Merry Christmas ... and Happy Thanksgiving ... and Happy New Year. But speaking of fooling you, have you been, perhaps, fooled by declining piece counts? Are they all declining? Are you sure?

Our front cover feature in this, our year-ender issue, Piece Peace, looks at piece counts from the perspectives of two different drycleaning owners, one in Dallas and one in Chicago. Note: You can see the Dallas drycleaning owner and his team at Bibbentuckers on our front cover, holding up examples of some of the holiday pieces they often clean at their operation!

We will also hear from two other drycleaning owners, in a whole different feature called Hire and Higher, one from Pittsburgh, Pa., and one from Fresno, Calif. They will each discuss their own particular hiring practices at their cleaning operations. It’s a high-priority topic in your industry. Is a Great hire what you’re going for?

Speaking more on hiring, columnist Dan Miller comes riding in from Texas to “wrangle a new angle” on finding that perfect employee in The Searchers, where he insists you think of hiring as a “campaign” to get that right person.

Diana Vollmer brings us the conclusion of her two-part Season-ing series, telling you to use visual accents from the seasons to remind customers what needs cleaning.

The Big I... Immersion is what Martin Young is all about this time, talking solvents, new and old, and reminding you of your drycleaning owner responsibilities.

Once again, A Visit From St. Nicholas (to a Dry Cleaner, on Christmas Eve), will serve to put a holiday twinkle in your eye and, hopefully, a smile on your mouth (“drawn up like a bow?” Just like Santa?)

Year 2018 is winding down. Thanks for reading us in print, online, and on Facebook. Year 2019 is a-comin’, and it’s a Clean Show year, in New Orleans in June. Cheers to you, and enjoy happy, healthy and joyous holidays!

ADC

American Drycleaner (ISSN 0002-8258) is published monthly except Nov/Dec combined. Subscription prices, payment in advance: U.S., 1 year $46.00; 2 years $92.00. Foreign, 1 year $109.00; 2 years $218.00. Single copies $9.00 for U.S., $18.00 for all other countries. Published by American Trade Magazines LLC, 650 West Lake Street, Suite 320, Chicago, IL 60661. Periodicals postage paid at Chicago, IL and at additional mailing offices.

POSTMASTER, Send changes of address and form 3579 to American Drycleaner, Subscription Dept., 440 Quadrangle Drive, Suite E, Bolingbrook, IL 60440. Volume 85, number 8. Editorial, executive and advertising offices are at 650 West Lake Street, Suite 320, Chicago, IL 60661. Charles Thompson, President and Publisher. American Drycleaner is distributed selectively to: qualified dry cleaning plants and distributors in the United States. The publisher reserves the right to reject any advertising for any reason.

© Copyright AMERICAN TRADE MAGAZINES LLC, 2018. Printed in U.S.A. No part of this publication may be transmitted or reproduced in any form, electronic or mechanical, without written permission from the publisher or his representative. American Drycleaner does not endorse, recommend or guarantee any article, product, service or information found within. Opinions expressed are those of the writers and do not necessarily reflect the views of American Drycleaner or its staff. While precautions have been taken to ensure the accuracy of the magazine’s contents at time of publication, neither the editors, publishers nor its agents can accept responsibility for damages or injury which may arise therefrom.

American Drycleaner, November/December 2018

Publisher

Charles Thompson

312-361-1680 cthompson@ATMags.com

Associate Publisher/ National Sales Director

Donald Feinstein 312-361-1682 dfeinstein@ATMags.com

Editorial Director

Bruce Beggs 312-361-1683 bbeggs@ATMags.com

Editor

Tim Burke 312-361-1684 tburke@ATMags.com

Digital Media Director

Nathan Frerichs 312-361-1681 nfrerichs@ATMags.com

Production Manager

Roger Napiwocki Advisory Board

Mike Bleier

Steven Dubinski John-Claude Hallak Mike Nesbit Herron Rowland Fred Schwarzmann Beth Shader Ellen Tuchman Rothmann

Contributing Editors

Dan Miller

Diana Vollmer Martin Young

Office Information Main: 312-361-1700

Subscriptions 630-739-0900 x100 www.american drycleaner.com

Tim Burke

Newsy

Let’s talk news—how you give it, how you get it

We asked our audience in this quarter’s American Drycleaner Your Views survey to tell us: “In general — not industry-specific — how do you receive your daily news?” We received these responses:

“Digital (web, Facebook, podcast, YouTube, Twitter, etc.),” say 20%. “On the air (TV, cable, radio),” say 24%. “Print (magazines, newspapers, books),” say 7%. “Word of mouth (peers, customers, employees),” say 0%. “All those ways,” say 43%. “None of those ways,” say 6%. (See graphic.)

We also asked, “Do you keep up with news in your drycleaning industry?”

“Yes,” say 76% of respondents, while 2% say, “No,” and 22% say, “Sort of.”

The survey asks: “Specifically, how do you receive your fabricare industry news?”

“Digital (web, Facebook, podcast, YouTube, Twitter, etc.),” say 33%. “On the air (TV, cable, radio),” say 0%. “Print (magazines, newspapers, books),” say 31%. “Word of mouth ( peers, customers, employees),” say 2%. “All those ways,” say 34%. “None of those ways,” say 0%.

The survey asks: “If you could customize your fabricare industry news, how would you want to receive it?”

Respondents answered:

• “I like the e-mails I get where I can click and read.”

• “Print magazine.”

• “E-mail with hyperlink.”

• “Print and digital both.”

• “ Digital and print. I’m old-school, with ‘old’ being the primary word.”

• “I like the e-mails and the print for industry news.”

The survey then asks: “How do you spread your own news to customers? (For instance, is it by word-ofmouth/flyers/e-mails/other?)”

• “By e-mail and word-of-mouth.”

• “Facebook. Bag attachments. Radio. Print.”

• “Word-of-mouth, Facebook and website.”

• “Online, website, print ads.”

• “Mail-stuffers in monthly bills. We post on Facebook but not sure if that’s effective.”

• “Facebook, posters, bag drops.”

Lastly, the survey asks: “Do you use the media to publicize your drycleaning operation’s milestones? (For instance, using press releases/e-mails/other?)”

• “Just by e-mail and store posters.”

• “No.”

• “A little.”

• “Yes. Print. E-mail. Direct mail. Radio ads.”

• “Yes, we have a cloud-based POS.”

• “Send press releases but they really don’t seem to work. Mostly just going to meetings and telling people about things.”

• “Don’t but should.”

The quarterly Your Views survey offers a current snapshot of the trade audience’s views. Qualified subscribers to American Drycleaner e-mails are invited to participate anonymously in the unscientific poll. ADC

Can we talk about ... shhh ... piece counts? Did you just roll your eyes? Shake your head? Wait a sec.

Stay with this a moment. Some pieces might be holding steady, and some might be up. Have you ever studied, closely, the ‘types’ of pieces, not just the raw total number?

Might be worth a look. Two drycleaning owners talk ‘piece.’

By Tim Burke, Editor

(Photo: Bibbentuckers The Dry Cleaner)

Piece counts are a very important metric of any drycleaning business,” says John Palms, director of strategic alliances, general management and president/CEO of Bibbentuckers The Dry Cleaner, located in Dallas, Texas.

“Any reasonably advanced POS—that’s point of sale system—should be able to track piece counts yearover-year, or YOY for short. If you’re not growing your piece counts, you are in a declining sales/profit business — unless you are increasing your prices to offset the declining pieces,” relates Palms.

“In addition,” he continues, “declining drycleaning pieces, along with higher prices, is more negatively impactful than declining laundry pieces.”

Your piece counts, he notes, are directly aligned with sales/profit, employee hours and other key metrics.

Palms says his career started in (continued)

American Drycleaner,

John Palms (on left), director of strategic alliances, general manager, and president/ CEO of Bibbentuckers The Dry Cleaner, located in Dallas, Texas, stands with his team. On the rack behind him are some of the pieces they clean during the holidays.

“high tech, and dominated most of my first 20 years in business.” He notes that he worked in software and in manufacturing, and then started to investigate the drycleaning industry.

“Someone introduced me to the Bibbentuckers owners in late 2006 and we bought the company in March 2007. It was high-end and high-volume, with three great corner locations with a drive-thru and routes.

“We did 11 acquisitions in 11 years and have doubled the 2006 sales,” he adds. He now owns 14 stores with operations in Dallas and Austin, and has more acquisitions “in the pipeline.”

“Dry cleaners must continue to market to more potential pieces, such as households, rugs, shoes, leathers and furs,” Palms says, “as well as provide incentives for the customer to clean more pieces. For instance, bring in three golf shirts and the fourth is free, in all the seasons.”

Specifically, what are you hearing from peers and colleagues about this topic today?

“Whether you are a couture or discount cleaner, everyone appears to be experiencing flat to declining piece counts,” Palms says. “Annual price increases can help offset this reality but not entirely. And discount/midmarket cleaners cannot increase prices like higher-end, couture cleaners are able to.”

He believes that, in his own words, “Everyone is trying to grow or offset the piece count.” For example, he notes, wash-and-fold, and window treatment cleaning.

However, “There is only so much you can do,” he points out. “Our piece counts have gone up each year due to acquisitions.”

The term “piece count” gets thrown around. Do you think it’s completely understood by cleaners?

“Yes, I believe most, if not all, dry cleaners know what piece counts mean. But they need to drill down on the YOY numbers and better understand what the real impact is to sales, costs and profits. And where, how, and how soon can we address or fix this?”

Are drycleaning owners looking closely enough at niche growth areas to get more pieces?

“I believe many are, or have been, looking at alternative piece-count sources,” Palms says. “But it takes focus and determination to discover a source and conduct a market test in-store and/or on the routes.”

He believes that many owner/operators should be discussing this in their trade group meetings, as well as discussing the challenges and solutions on a one-on-one basis.

“It is always good to share successes and failures as well as make new contacts in the industries,” Palms suggests. “You never know when you might need a favor or provide one.”

One thing drycleaning owners can be watchful of is to try not to group all pieces into one total count. “Qualifying” the pieces you clean is key, Palms indicates. Piece counts aren’t always just a one-to-one basis.

Palms points out: “One

A good view of Xxpress Cleaners and all the pieces it cleans, behind the counter and highlighted on the videos playing above. Owner Nagi Soliman sees

furs, rugs, shoes, leathers, comforters and uniforms during his busy season through December. (Photo: Xxpress Cleaners)

Good ... Better ... Best!

We all think we’re the best. We’re competitive. We shoot for the moon. We aim high and, heck, when we see the other person aiming high too, we aim even higher than high!

Here’s a for instance: American Airlines’ in-flight safety video is memorable. Ever seen it? It’s clever, upbeat, and concludes with, “We hope you have a great flight because Great is what we’re going for!”

Let’s morph that theme right on over to the hiring of great employees for your garment care business.

Do you ever think about improving your hiring practices at your drycleaning operation? What level do you consider your hiring to be at? Is it ... great? And is Great what you’re going for, too?

Here are two drycleaning operators to share with you, in their own words, their own separate views about how they handle hiring. It’s probably the single-most talkedabout topic in the drycleaning industry today with owners, and surely a high-higher-highest priority on any owner’s must-do list.

We have a “go” for Great. Let’s go... Amber Kraemer, office manager at Jones Cleaning Center in Fresno, California, and Joe Ziccarelli, owner of Owl Cleaners in Warrendale, Pennsylvania, a suburb of Pittsburgh, will weigh in with their own views and experiences on best hiring practices.

DESIRE IS HIGHER

“I am a second-generation family member working in our family business, Jones Cleaning Centers Inc., in Fresno, Calif.

“My name is Amber Kraemer, and currently I am the office manager. I also fill the shoes as IT tech, phone operator, human resource specialist, social media manager, and any job that needs to be done.

“I have worked in the family drycleaning business since the young age of about 12, when I started marking in clothes. I spent several years working the front counter and marking in, until I moved up to our office where I was in charge of the accounts receivable and cash deposits,” she says.

“When we moved our plant to our current location, I was our production manager for many (continued)

Drycleaning owners in Pittsburgh and Fresno discuss best hiring practices

By Tim Burke, Editor

(Photo by Tim Burke)

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years,” Kraemer points out.

Her company has been in business for 50 years this year, and she has been a part of that for 25 years. Her firm has two locations in Fresno and operates two pickup and delivery routes. Her cleaners, she says, “employs 24 awesome employees, many of who have been with us for over a decade or more!

“Our focus is quality dry cleaning and customer service, so employing great people is extremely vital to the success of our business!

“It is so important to have a cohesive team that works efficiently together in accomplishing our daily production requirements.

“The success of our operation begins at the front counter with the one-on-one customer interaction, and then flows through the production line and results in an expertly cleaned and pressed garment packaged and ready to be picked up.

“We are an affiliate of America’s Best Cleaners. This gives us a platform where we can discuss and connect with our colleagues and peers around the United States to discuss topics such as hiring practices.

“The drycleaning industry is always looking for qualified team members, especially those who have experience in the industry,” Kraemer says.

“I do believe hiring and training go hand-in-hand. I think it is important to find the right person and to train them well for the job they are to perform.

“I have found throughout the years that different personalities do better in different positions. Outgoing and extroverted personalities make amazing customer service

Amber and Courtney

Going for Great! “It takes a great team to produce a clean garment,” says Amber Kraemer (on left), office manager, standing with sister Courtney Kraemer, general manager, Jones Cleaning Center, Fresno, California.

“I

representatives, or CSRs. They can connect and engage customers so easily.

“The more introverted personality types, like myself, are better behind a computer, on the telephone, or in production-type positions,” Kraemer continues.

Training is important, she believes, pointing out how her company dedicates training time for its newly hired team members.

“We have been using Indeed for our hiring practices for the last year and a half. We have found some awesome people that have joined our team through the service. The platform that it provides makes it easy to organize and keep track of potential candidates,” she relates.

“You can send candidates e-mails, assessments, and schedule interviews all on one platform. We tend to have a high turnover in our customer service department, generally speaking the candidates are younger and most are continuing their education or just getting into the workforce.

“We are always looking for CSRs and we do not require any experience for this position.

“For our production positions,” Kraemer continues, “experience is preferred but harder to find these days. Several of our production team members have been with us for many years, and we are thankful for that!”

Finding new production team members isn’t easy, she admits, adding that the training necessary is intensive and can be challenging for a lot of candidates.

“One question that I always ask candidates in the interviewing stage is what motivates (continued)

Notes Amber Kraemer:

have found throughout the years that different personalities do better in different positions.”

(Photo: Jones Cleaning Center Inc.)

PERFECT CLEANERS WETCLEANS FOR GREATER PROFIT

Since the installation of new Poseidon Textile Care System Wetcleaning Machines and Dryers, Perfect Cleaners, in Detroit, has tripled processing throughput, lowered utility costs, and realized an 8 percent increase in sales volume. Owner Gary Heflin, a dry cleaner of 28 years, has transformed his business from predominately dry cleaning to mostly wetcleaning. Wetcleaning, he maintains, is a more cost-effective, environmentally friendly and productive way to process garments of all types and fabrics.

Boosting Productivity to Make Room for More Accounts

“The Poseidon system allowed us to significantly improve productivity so I could seek out new accounts,” said Heflin. “Wetcleaning is so much better and faster than dry cleaning. It uses less water and natural gas and we can wetclean pretty much anything, including suits, uniforms, overcoats, wools, silks and wedding gowns.”

Choosing Poseidon

Perfect Cleaners worked with Jeff Quail and Mike “Stucky” Szczotka, of Eagle Star Equipment, in Troy, Mich., to select, install and program its new Poseidon wetcleaning equipment, including two 40- and four 90-pound capacity soft-mount wetcleaning machines, and four 85-pound capacity dryers. The highly programmable Poseidon system offers flexibility and ease-of-use. The wetcleaning machines are set up with 18 different programs for specific item types, including gowns, comforters, napkins, darks, spa sheets, chef coats, shirts, and more. “Soaps and conditioners are automatically injected,” said Heflin, “and one wetcleaning machine has steam injection for cleaning chef and lab coats. This eliminates prescrubbing labor and time,” he said. “The quality is excellent and my customers have

noticed a positive change.” Operators simply enter a program number, load the wetcleaning machine and press start. The machine automatically does the rest by combining the right chemicals, water temperatures, water levels, mechanical action, g-force, baths and cycle times.

The Poseidon Dryers, which are engineered to safely and quickly dry wetcleaned items with no shrinkage, according to Quail, offer moisturesensing technology, onthe-fly adjustments and a flexible control. “They program the dryers to fit the wetcleaning machines by item type,” said Heflin. “We have no problems with shrinkage, items come out slightly damp, and finish work takes less time. As soon as the dryer stops, we lay out the garments, which are finished and pressed in 15 percent less time. Before we had the Poseidon Dryers, we had to hangdry casino drapes. Now they are quickly dried in the Poseidon Dryer, which greatly improves our production,” said Heflin.

Wetcleaning is so much better and faster than dry cleaning. It uses less water and natural gas and we can wetclean pretty much anything,”

While it takes 60 minutes to dry clean one load, it takes just 35-40 minutes to wetclean and dry the same size load, according to Heflin. “This allows us to finish our work a couple of hours sooner in the day and turn off the boiler, which saves a ton of money on gas and labor.”

- Gary Heflin Owner Perfect Cleaners

Perfect Cleaners, which did very little wetcleaning before, now wetcleans 60 percent of incoming items. Heflin expects that number to grow. “I really wish I had the machines years ago.

Poseidon gives you everything a drycleaner would want without the costs. Wetcleaning has enhanced our whole operation and allowed us to do a whole lot more in less time with great quality.”

poseidonwetcleaning.com 800-482-3400

Margaret and Colleen

them. If the candidate answers that they are motivated by money, I hire them!

“We have a handful of new hires that have proven to be successful! We are very happy to have found responsible, reliable and hardworking people who do a great job every day,” she says.

Kraemer concludes: “It takes a great team to produce a clean garment and we rely on all members of our team to do just that!

“We attribute a successful hire to the person’s desire to work in this industry. It’s a dirty job, but someone has to do it!”

ALL-IN, ALL-WIN

“My father, a World War II veteran, started our business in 1952. He passed away while I was in college and I returned after graduation and then had a stint in the Signal Corps as an Army officer.” He returned in 1993.

The “he” is Joe Ziccarelli. “I am the owner of Owl Cleaners in Warrendale, Pennsylvania,” he notes, adding that he and his sister jointly ran the business for a few years.

“I took over as sole owner in 2001. We have a little under 50 employees and seven retail locations along with home delivery and CRDN fire restoration.

“As one of the most labor-intensive business types out

there, it’s imperative to get good people that do wellabove-average work. We have always been priced well above the average and it’s necessary to give the customers the value in the product.

“Teamwork between the workers is so necessary, as we often have to fill different jobs to get the job done.”

Ziccarelli says: “It’s important to get hires that fit into the company culture. Good people can be trained but some, even if they are already proficient, can just bring down the rest of the group.

“Hiring is so difficult in our suburban area outside of Pittsburgh. There is not any public transportation, which has led us to have to offer premium pay and also enticements for referral bonuses of $1,500 paid over a year,” he points out.

Ziccarelli shares this concluding tip with other drycleaning owners: “A daily huddle that gets dialogue going between the entire crew allows one to become more cohesive as a group and fosters the all-in-it-together attitude that we all need.”

To recap their hiring tips: Look for desire! Look for that we’re in it together attitude! Probably, you already seek out those qualities. They are two similar themes that really mean the same thing: When you go to hire, aim higher!

So... are you going for Great yet? They did.

ADC

At left, Margaret, recruited and hired to work at Owl Cleaners in Warrendale, Pennsylvania, is the aunt-in-law of Colleen Clark (right). Another successful employee hire, of four decades, Sandy Thompson (not pictured), the firm’s wedding gown specialist, is retiring after 41 years of service. Notes Joe Ziccarelli, owner: “Her long dedication in our business needs to be saluted!” (Photo: Owl Cleaners)

The Searchers

I

’ve got good news for you: Our economy is thriving.

GDP is growing. Unemployment is low. What could be better?

The bad news? The success of the economy has meant that hiring has become a major problem for drycleaning owners.

In surveys of business owners, finding good employees ranks as the number one challenge to growth. This is particularly true in the drycleaning industry.

Gone are the days when someone could simply post a “Now Hiring” sign in the window and find good candidates. Fortunately, there’s a way to navigate this challenging environment, but it requires a change of mindset.

Traditionally, we think of hiring as a passive process: put up a “Now Hiring” sign or talk to your employees; interview some candidates; hire.

While this may have worked in the past, the modern world and hot economy require a new perspective. In this new world view, we have to think of hiring not as a passive HR process, but, in a way, as an active hiring campaign.

CAMPAIGNING

A great campaign, similar to a marketing strategy you might use to reach customers, requires owners to engage in four key steps. These need to be taken if we, as owners, are going to search out and attract employees.

Step 1 — Identify your target customer (employee)

You wouldn’t try to sell a ketchup popsicle to a woman in white gloves, would you? By the same token, you don’t want to advertise your job to a bunch of people who aren’t interested.

Frequently, I hear owners complain about how the only people who apply are teenage kids looking for a summer job. But when you think about the fact that their main way of advertising is a “Now Hiring” sign in their store window, it’s not surprising that those are the candidates they’re attracting.

In this case, they aren’t “marketing” the job opening to their target “customer” or job candidate.

Before you begin, it’s important for you to identify the type of employee you’re trying to attract.

Is it someone looking for part-time work? Someone who wants a long-term career? Will they need to have a car or can they travel by public transportation? Is their work schedule fixed or flexible? Do they want steady pay or high upside?

Think of hiring as a campaign — to discover exactly the right person you need

Dan Miller

(Image licensed by Ingram Publishing)

Until you know your target customer — the hiree — inside and out, you won’t be able to offer a product — the job — that is appealing to them.

Step 2 — Make sure your product (job) appeals to your target customer (hiree)

Once you’ve identified who your target customer is, it’s important to do some testing on whether your product appeals to them. For these purposes, I find that it’s helpful to create a clear job description.

Create a focus group with current and potential employees. You can ask them clarifying questions that will bring any issues to the forefront, such as: Is the compensation appealing? Does the job sound exciting and fun? Are there opportunities for growth? Do they want to be a part of the company?

Often, you’ll be surprised at what your job is missing.

Over the years, I’ve found many features you can add to a job, some inexpensive, some not, that will make it more attractive.

For example: Paid training, personal time off (PTO), health benefits, 401K, and performance bonuses can separate you from the crowd.

Explaining opportunities for career growth and promotions can also give candidates the impression that they are embarking on a career and not just a job, which is a much better product to be campaigning for.

Step 3 — Define the best channels to reach those customers (referrals, websites, direct sales)

Now that you know your target customer and are confident that you have a great product to sell them, you need to figure out what the best channels are to reach them. This can vary widely by the job position.

It’s unlikely that you will reach the person pressing pants through the same channel as the person working the front counter. They have different profiles and skill sets.

Again, I find it helpful here to talk with your current, high-quality employees about “how they found us and what they did before they came to work with us.”

For example, a lot of people who have been successful

at my own front counter have worked in retail in the past and found us on LinkedIn. As a result, we market our job positions to retail professionals on LinkedIn and Indeed. Most of our cleaning staff have come through referrals, so we have referral bonuses for our plant staff and encourage them to get the word out. I also encourage my hiring managers to carry business cards with them so that if they meet someone, they can actively recruit them.

Step

4

— Create attractive campaign materials

A great product, marketed to the right customer through the right marketing channel, still won’t mean anything if it’s not wrapped in a nice package. As they say, “You don’t sell the steak, you sell the sizzle.”

So, too, in hiring. I can’t tell you how many bland job descriptions I’ve read that would make me prefer to not work at all rather than to work at the given company. If you want people to buy your product, you have to sell it!

It’s absolutely critical that whatever channel you choose to campaign for your job, you make the presentation sexy. Whether it’s selling directly to candidates, posting online, or through in-store collateral, devote the same energy to your hiring style that you would on a marketing piece to customers.

Two different opening sentences for the same job description highlight my point:

• “We are looking for a presser at our drycleaning plant.”

• “Embark on a new career in the fast-paced, exciting world of garment care.”

Which job would you be more interested in? Obviously, the second.

That’s what thinking about hiring as a campaign does for you and your company. It turns a passive job search into an exciting new opportunity for future employees. Now go out there and sell that product!

ADC

Dan Miller is the chief executive officer of Mulberrys Garment Care, a premium drycleaning and laundry business with 17 locations in Minneapolis, San Francisco, and Dallas. You may contact him at dmiller@ mulberryscleaners.com or 866-473-0798.

To find past Owner’s Office columns or share this month’s with your friends, visit AmericanDrycleaner.com.

American Drycleaner,

Devote the same energy to your hiring style that you would on a marketing piece to customers.

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There’s more to SMRT than great software. They really know the business, bringing a new dimension to customer support.

Daniel Cha

Owner: Orchid Dry Cleaners

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Owner: Meurice Garment Care

Robust

Richard Aviles

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’Twas the Night Before Christmas and all thru the shop, Not a tailor was working, not even a mop. The clothes were all hung on the racking with care, In hopes that kiosk customers soon would be there;

The garments were nestled all snug in their wraps, while visions of clean shirts danc’d in our caps, And Mama in her ’kerchief, and I in pressed pants, Had just planned our store’s party with a nice winter’s dance—

When out on the drive-up there arose such a clatter, I sprang from the office to see what was the matter. To the drive-thru window I flew like a fiend, Moved open the sliding door, and threw up the screen.

With a little old driver, so lively and quick, I knew in a moment it must be St. Nick. More rapid than eagles his coursers they came, And he whistled, and shouted, and call’d them by name.

“Now Washers! Now Dryers! Now Pressing and Cleaning, I have a Red Coat, Cap and Pants that need to be gleaming! To the dirt on his collar! To the dirt on his hat! Now wash away! Wash away! Wash away all that!”

Our machines—how they hummed! Our finishers, how merry, His clothes cleaned like roses, smelling fresh like a cherry; Our tight little shop cleaned all his garments with a bow, While he watched from the counter, so happy right now.

We spoke not a word, but went straight to our work, And cleaned all his stockings, then turn’d with a jerk, We handed him back all the raiments folded and clean, And giving a nod, he heartily approved of our scene.

He sprung to his car, to our team gave a wave, And thanks we all smiled, his clothes we did save: But I heard him exclaim, ’ere he drove his machine— “Happy Christmas to all, and to all a good clean!” ADC

Adapted by Tim Burke, December 2016, from the famous poem.

(Photo: Unknown, but he left little footprints in the snow!)

MANAGEMENT STRATEGIES

Season-ing (CONCLUSION)

Visuals accent the seasons, reminding customers what needs cleaning

In Part 1 of my Season-ing column that appeared in last month’s issue of American Drycleaner, I covered research results showing why it is so beneficial to your company and your customers to engage them so they understand all the services you can provide.

If you are not yet a believer, take the “Did you know...” challenge and ask your next 10 customers, “Did you know we clean ________ ?” (Choose a service that isn’t clothing.)

You can confirm what they don’t know that which you may think is obvious to everyone.

Since visual cues are processed so much faster than text or spoken words, use them to aid your staff in encouraging your customers and prospects to try a new service. Back up the visuals with text and narrative. Informing (or reminding) your tar get market of one additional service per month you can provide to them helps your sales grow immediately with your most loyal customers and with prospects who didn’t realize they needed you before.

To make this effort most effective, integrate all aspects of your promotional “arsenal” starting with the visual cues that best represent the service you want to promote.

(Note: Promotion is not equivalent to discounting. Promotion is publicizing a product, organization, or ven ture to increase sales or public awareness. To buy a ser vice, it is first necessary to know it is available.)

For your promotional planning, start by choosing ser vices that you want to promote. Most of the promotion done by cleaners is for garments, although garment clean ing is what consumers think of first if they think of dry cleaning at all.

For that reason, the preferred services suggested in this article are the ones that don’t automatically come to mind. Most of you have diversified or you wouldn’t still be oper ating, so make a list of how you diversified your offerings.

Common services include: bridal, restoration, rugs, blinds, pillows, shoeshines, hats, handbags, luggage, door

American Drycleaner,

and car mats, alterations, leather, household linens, toys, sports equipment, boat, RV and plane interior cleaning, and ultrasonic cleaning of various non-textile items, including electronics.

TO MARKET, TO MARKET

Next, review your “best customer” profile (if you haven’t had a profile completed, do it now) and determine what approach fits the profile.

If your best customers are traditionalists, then that calls for different guidance than if you have successfully captured the trendier millennial market with tendencies toward minimalism.

Here’s an example (from thebalancesmb.com): “The market research industry ... uses a consumer group taxonomy known as ACORN (A Classification of Residential Neighborhoods), grouping people who share a good number of attributes.

The ACORN method of classifying consumers may be more powerful than a more generic classification based only on demographic, economic, or socioeconomic factors.

Diana Vollmer

(Photo by Tim Burke)

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One or Two? Three?

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MANAGEMENT STRATEGIES

The ACORN categories and their associated components are described below:

Category 1

Category 3

Greys

Single

Category 5

Hard Pressed N — Struggling Families

O

Hardship

Inner City Adversary

(http://www.thebalancesmb.com/consumer/profile/ defining/the/ideal/customer)

Professionally generated profiles will direct you in your theme choice because they indicate whether your best cus tomers spend their time watching cultural events or prefer spectator sports.

What is their news-gathering source: streaming news feed, PBS, or Facebook?

Where do they spend the bulk of their time: working, playing or commuting?

What is their preferred communication media?

Your customer profile will give you the answers and make your promotional investment much more produc tive. Remember that you are not your customer, so don’t rely on your personal preferences to reach your target audience.

If your analysis determines that your customers are Aspiring Singles, you will reach them through differ ent means than if they are Affluent Greys or Flourishing Families.

NE V ER EN D ING HOL IDAYS

Quirky holidays like “International Coffee Day” may reach singles, while traditional holidays like Thanksgiving may be more meaningful to Affluent Greys, and familyfocused celebrations like the Fourth of July may resonate more with Flourishing Families. (http://www.holidays calendar.com/categories/weird)

For example, if you want to promote pet sweaters or bedding, “National Mutt Day” might be the right timing if your best customers are Aspiring Singles. Or, tie into

American Drycleaner,

Chinese New Year’s “Year of the ______” for traditional ists, or “National Puppy Day” for active families.

Seasons are obviously the same for all customer catego ries, but the promotional visual cues might be different. Shorts and sundresses evoke summer for everyone, but the image will change with the recipient.

Consumers don’t often think about hats being cleaned, but the visuals can be fun and expressive of their lifestyle. This is a category that can be relevant any season, yearround.

Luggage cleaning is a category with proven customer demand. Again, the images and the ad copy can be tar geted by consumer category.

Everyone’s household linen needs cleaning periodically during the year, and the effective images that trigger action will change with the customer profile. Party themes will resonate with social customers. Traditional or heirloom photos will appeal to traditionalists. Portabil ity might attract families.

Whatever you choose to promote for the month or the season, make a consistent, coordinated, integrated and extensive effort that focuses on benefits to customers.

Use banners inside and on the windows of your stores, or on your vans and company cars. Create buttons for your team to wear to prompt customer questions and encourage staff to cross-sell, and provide talking points to aid your crew in customer communication.

Tell relevant, illustrated stories in your blogs and e-mails and on all your Internet sites. Attach hang tags to outgoing orders and on mailings.

If you find this list overwhelming, delegate the responsibility or outsource it.

There are multiple organizations specializing in this service for cleaners, and many other creative pros who work for multiple industries. They can give your promotions a consistency that always distinguishes your company as the sender.

The sooner you put a disciplined program in place, the sooner you will reap the rewards. ADC

Diana Vollmer is a managing director for Methods for Man agement, which has served dry cleaners and launderers with affordable management expertise and improved profitability since 1953. For assistance with your seasonal promotional planning, contact her at dvollmer@mfmi.com or call 415577-6544.

Tells

“Famiglia” means “family” in Italian, and this cute drycleaning family, like so many other local family owners attending, came to the 2018 EXPOdetergo International show in Milan, Italy, in October. Why? As the mom pictured put it (in broken Italian), “Be together, get away from the shop, have some fun, and see new things!” The smiles on their faces say it was a happy plan!

Happy Famiglia at EXPO

EXPOdetergo International 2018 in Milan, Italy, hit all the right fabricare ‘flavors’ with attendees—mostly all local Italian family-run drycleaning and laundry owners—and exhibitors from Italy and abroad, including the U.S.

By Tim Burke, Editor

“B

uongiorno!” EXPOdetergo was all about “famiglia,” and that means family. It was a real Italian family affair for drycleaning owners and laundry owners (both coin-op and OPL), at this every-four-years show, staged in Milan, Italy, in October.

A young drycleaning owner husband and wife with their young son came to the show to, as the mom put it, in broken Italian, “Be together, get away from the shop, have some fun, and see new things!”

For attendees, that feeling she expressed really sort of said it all to describe the local flavor of the show.

This drycleaning and laundry equipment event was, in no particular order ... stylishly dressy — brightly lit (almost to gleaming) — and, yet, with an overwhelming family atmosphere, nearly carnival-like.

Booths and aisles were always busy with exhibitors talking to attendees, practically always in Italian, and also plenty of networking was going on between business associates, cronies and partners at

(Above) Red, white and green colors of Italy at EXPOdetergo. (Right) Stefano and his wife, drycleaning owners from Verona, Italy, smile for the camera.

in-booth back tables and side rooms. And then in the mix, everywhere, were the family business owners, with their children along, balloons and gelato in hand, and parents pushing strollers; couples hand-in-hand; and multigenerational families, taking in the bright show.

In the shifting crowds on a sunny Saturday, I meet a young couple and the husband speaks English! He’s Stefano, from Verona; “Think ‘Romeo and Juliet,’” he laughs. He specializes in cleaning leathers — jackets and pants. They’ve come two hours by train to EXPO looking for “little ideas,” as he puts it. “I have a tight budget,” he grins. They let me take their photo, then they casually rejoin the winding river of families flowing by.

EXPO catered to the local Italian family owner for sure. In between the carnival feel, there were important equipment rollouts to the European market, ones that will eventually also be seen at the U.S. Clean Show in June.

“Renzacci has two new machines for dry cleaning rolling out to the European market,” explains Marco Niccolini, general sales and marketing director for the firm. “This show is very important,” he relates, noting that he believes it is the number one show in Europe.

The machines are called Excellence and feature soft wash, with Sensene. Then he shows the new Intellectus app to operate coin-op machines, also being rolled out. His booth, like others, is full of traffic and gleams under the bright show lights inside the expo center.

“These will also be at Clean ’19,” he adds.

Over at Unisec, also called NY Machinery, two new machines are also being rolled out for this show and also will be at Clean.

“We’re writing orders here,” notes Merce Porta, general manager at Unisec. She points out the two 8-kilo, 2-solvent tank hydrocarbon machines and says, “The one called the Junior HCM has distillation, the other called EcoPlus has no distillation.”

At Firbimatic, Katia Marescotti, sales export department, points out its new machine, the Eco 40 Green

Advance. “We’ve seen mostly dry cleaners at this show, and only one from laundry,” she relates.

But there’s plenty of laundry here. Datamars tells of great attendee interest in its new Portal+ RFID system rolling out to Europe and heading for pilot testing in the U.S. and U.K., notes Riccardo Mazzolini, general manager of the company. “We’ve seen one U.S. customer at this show,” he says. But adds that they’ll also be coming to the Clean Show.

With Italian colors of red and green festooned everywhere, almost everyone speaking Italian only, and the sounds and smells of rich expresso (which the locals just step up and order at coffee bars as “Cafe, uno!”), this show couldn’t have been mistaken for anything but an all-Italy and all-Italian affair! (Anyone sampling the rich gelato ice cream could attest to that as well!)

All told, 277 exhibitors, many local from Italy, stretched out their wares in roomy, carpeted booths across two spacious exhibition halls opened up and made to almost feel like one big hall. It felt like thousands of visitors across four days came to the Fiera Milano Exhibition and Trade Centre, although no set figure was ever announced.

Well-known companies such as Ilsa, Trevil, Dexter, Milnor, Whirlpool Corp., Safechem, Alliance, Union and more were here, along with Italian firms and others, to show equipment, but also to have a presence in the European market. As Matt Hericks, international sales manager for Dexter Laundry, also points out, “We’re here looking for good partners.”

Rick Kelly, VP sales and marketing for Milnor, says this show is “Very active with the first day commercial laundry,” and notes dry cleaners come on the weekend.

John Riddle, Riddle & Associates, and David Cotter, TCATA, manned the Clean Show booth and passed out New Orleans-style plastic beads reading Clean 2019.

The stylish EXPO locale sat far north of the center of Milan, an architecturally rich, yet upbeat city of fashion. Inside the exhibit halls, equipment was showcased as richly as dishes of cold gelato on display behind glass.

A woman who owns a laundry operation in a town nearby Milan, walking the aisles with her family, says in broken English that she is “Here to find a tunnel washer.”

Another family, this time four sisters who own a drycleaning operation, pass me speaking only Italian, but one pauses and says to me in decent English, “We like coming to see equipment — to generate ideas.”

I could end this show wrap-up with the word “Ciao!” Which means goodbye. But that doesn’t describe EXPOdetergo, or this part of the world, where everything revolves around famiglia — it is, truly, a family affair! ADC

Presentation is Everything.

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To learn more about our line of Knit Hangers, go to www.mbhangers.com to find your local distributor, or call 888-227-0436 to speak with one of our customer service representatives.

wedding dress piece count is worth a lot more than one jacket, and on the other side, five pairs of socks or 10 pieces are of far less value; so piece counts need to be evaluated with their respective product line strategy.”

This Texas owner shares some advice about piece counts in the fabricare business today.

“Focus on the piece count numbers and trends. Have meetings with staff on this topic. Make sure everyone knows the numbers, asks questions, and participates in the solutions. Analyze and compare counter vs. route piece counts,” Palms says.

“I believe you will find route piece counts are not de clining or not as fast as counter pieces. Route orders are larger and route customers more ‘sticky.’”

He indicates that declining piece counts should be a driving force for operators to grow their routes more ag gressively versus stores, reminding that the profitability of routes is also considerably higher than counter.

“Find the operators that are overcoming declining piece counts,” Palms hints. “You should be able to talk freely, and periodically, about winning strategies, with the own ers that are not in your market and not competitors.”

Like this executive in Texas, a single-store owner in the Midwest is equally passionate about pieces cleaned, and he shares his world view. It’s another way to be at peace with piece.

PEACE IN

“Piece counts are what run the business.”

That’s straight from Nagi Soliman, owner of Xxpress Cleaners, located in what’s called the “Bridgeport neigh borhood” on Chicago’s South Side, birthplace to five of the city’s former mayors.

He moved here to start his own drycleaning business three years ago.

“The important goal,” he continues, “is to provide ex cellent quality and customer services to our customers, which leads to growth in piece counts.”

Soliman adds that, “September through December is our busiest season at our cleaner. Customers bring various kinds of clothes, including furs, rugs, shoes, leathers, com forters and uniforms.”

He started running his cleaners in January 2015 with only two employees.

“The business wasn’t doing very well then,” he ex plains. “I started studying the demographics of the neigh borhood, which tremendously helped me understand how to best serve my customers.

“Some of the things I worked on were making prices more affordable; adding more washing machines and dry ers; updating drycleaning machines; putting up screens for

advertisement; hiring more employees; adding sewing and alteration services; and making the store cleaner and more appealing!”

He continues: “As a drycleaning owner, I look closely at niche growth areas to get more pieces. Dry cleaning relies on the growth of pieces in order for the business to grow and succeed.”

Generally speaking, he adds, “There is a decline in piece counts in the drycleaning industry. I have seen, heard, and observed the decrease in the number of pieces for dry cleaners in Chicago.”

He notes how he tries to “think of various ways to help serve my community in the Bridgeport area through my cleaners. I decided to offer free dry cleaning for anyone on their way to a job interview.”

Soliman was born and raised in Egypt. He relates his background: “I am a Coptic Egyptian, that means Egyp tian Christian. My background is in social work. I emi grated to the U.S. in 2010 at the age of 26, joining some family members here.”

He notes that: “I immediately joined my brother inlaw’s drycleaning business in the suburbs of Chicago, and in the meanwhile, I enrolled in a community college, the College of DuPage, to improve my English. I lived in the suburbs for four years before I moved to Bridgeport.”

Soliman also talks about his passion to serve the home less community.

“I offer free coffee to the homeless nearby,” he explains. A homeless man came to Soliman wanting work, and the owner offered his window cleaning supplies to clean his windows.

“Since he showed great work ethic,” Soliman says, “I gave him the cleaning supplies, and he now has around 16 businesses hiring him to clean their windows on a regular basis.”

This drycleaning owner not only talks about the impor tance of piece counts and the specific types of pieces, he is all about the quality, care, service, and his involvement in the people’s lives around him.

“A drycleaning business,” Soliman points out, “is very important and contributes in great ways to any given com munity. My advice to drycleaning owners is to focus on providing excellent quality of service while building good relationships with customers.”

Pride and passion play a big part in your fabricare liveli hood, and it’s something most drycleaning owners share. It’s on display in your garment care, customer service, community service, and, in the qualitative measuring of all the varied types of piece counts in your operation today.

From Texas, north to Chicago, and everywhere else in the U.S., it is safe to say that piece rules! ... So let’s say that!

“Not only did I reduce my assembly sta from 2 people to 1, I also noticed signi cant reduction in mark in labor costs as well.The opportunity for human error has been vastly reduced. I should have switched years ago when Brett rst spoke with me!!”

“I can honestly say that the QuickSort is the single best item I’ve ever purchased. The direct labor saving payback was less than one year. The increased e ciency from barcoding at the mark-in counter coupled with the complete elimination of assembly mistakes makes this the smartest business decision I’ve ever made, and one that is paying daily nancial dividends. “

Allan R Cripe CED,CPD

Brian Robertson

Owner, Valet Cleaners and Coin Laundry

Owner, Comet Cleaners of Corinth

The Big I … Immersion

Solvent choices new and old, and a reminder about owner responsibility

when it comes to an immersion solution — what we call solvent — for cleaning, the choices just keep coming. Some operators are willing to switch with each introduction of a new formula, others are more cautious.

This is not an endorsement, but an overview of where we have been, and where we seem to be now.

When the spotlight was focused on the drycleaning industry in the late 1980s, there was a scramble to replace perchloroethylene, or perc, with something.

Prior to perc, cleaning was done in petroleum, but without all the safety features we find on modern “multi-solvent” cleaning machines. Then around 1945, an immersion solution that was a much better grease remover and had no flash point was introduced: perc.

Pressing Clubs, which pressed on site but farmed out cleaning, could now do cleaning on site without the fear of fire from solvent vapors. Perc gradually increased in market share, reaching about 75% of the plants by 1975.

Perc and petroleum remained the predominant immersion solutions through about 1995, as information grew about the breakdown of perc once it reached the environment outside the plant.

Modified petroleum came to market and was soon referred to as hydrocarbon, to differentiate it from its predecessor.

It came with a higher flash point while retaining the same overall cleaning characteristics of the old-fashioned petroleum. The flash point above 140 F meant it could be placed in new installations by dealing with the local fire department. It could be used with all the previous chemical tools and protocols and could claim the same industry track record as its older cousin.

Since 1995 there have been several offerings to the cleaning industry to replace the predominant immersion solutions but have yet to gain wide appeal. A

mixture of high-flash hydrocarbon with fluorine raised the grease-cutting power and more than doubled the flash point.

The introduction of stand-alone glycol ether showed great promise as a general immersion solution.

The use of bromine in parts cleaning led to a bromidebased solution being introduced as a replacement for perc. By pressurizing CO2 (carbon dioxide), it could be liquified and used as an immersion solution in specially built machines.

Each of these offerings came with great fanfare, but failed to gain wide usage in the industry.

One of the first new ideas for an immersion solution in the industry was the introduction of a silicone-based liquid. It has stood the test of time and continues to serve the cleaning industry.

As time passes, more and more chemicals are being considered for placement in drycleaning machines. Alcohol, when blended with another chemical, has shown great promise. High-flash hydrocarbon, when blended with glycol ether, has shown promise. Both ideas were present at the last Clean Show and are being placed in plants around the country.

Wet cleaning was an idea that met with a great deal of resistance. Fortunately, some in the cleaning industry were intrigued by the concept. Instead of

Martin Young

(Photo: Tim Burke)

viewing water as the enemy, they strictly followed directions to limit water temperature, mechanical ac tion, the pH of detergent, and time and temperature in drying. This has expanded the use of water in profes

INFORMED DECISIONS

To make good decisions, you must know the strengths and weaknesses of the liquid you are placing in your machine. You must know its effect on fibers, fabrics, dyes and

if necessary.

Also, understand which chemical tools used in supplemental stain removal are compatible with your solvent. Adhere to any restriction in chemical use to avoid contamination of the immersion solution, or an adverse reaction that could lead to a claim.

When you consider your choice of a new drycleaning machine, take the time to research the solution you in tend to use in that machine. Be com fortable with the cleaning results and the level of productivity the solvent will allow you to maintain.

Be as informed as possible as to the current — and potential future — impact on the environment and employees. There is a legal term with which every owner/operator, past and present, must come to terms with, and that term is: Joint and Several Liability.

(Editor’s note: The term means, roughly, that multiple parties are jointly liable. Go online to read up on the topic and consult with your legal representative.)

Also, you are obligated by law to provide a safe workplace. Ignorance is no excuse. Do your homework; that is your managerial responsibility.

Being a party to an Environmental Protection Agency (EPA) site cleanup, or an employee workplace injury, is much worse than trying to remove the red wine from that aqua silk dress.

ADC

Martin L. Young Jr. has been an indus try consultant and trainer for 20 years, and a member of various stakeholder groups on environmental issues. He grew up in his parents’ plant in Con cord, N.C., Young Cleaners, which he operates today. Phone: 704-7863011, e-mail: mayoung@ctc.net.

Tell us where you were born, grew up, and reside today?

“I was born in Bellaire, Texas, a small city in southwest Houston. I then moved to Austin, Texas, in 2010 for college and haven’t left.”

Hobbies (that you’ll admit to)?

“I’m a huge golfer, I’d play every day if I could. One of my best friends and I actually started a non-profit that leverages our love for golf to provide awareness for a rare autoimmune disease called scleroderma, which his mom has. But when I’m not working or golfing, I love to fish, cook and play video games.”

What gets you excited at work?

“I thrive off building early-stage startups, even if the grind can be a lot. I’m not a fan of maintaining, I want to have the ability to build and shape culture and growth

strategies. I love that we’re building a brand that’s changing the way people handle laundry and dry cleaning.”

Lastly, tell us a secret (keep it clean) nobody knows about you?

“I won quite a few drawing and art contests while I was growing up. In fact, my parents told me to pursue art going into college, but the struggling artist thing isn’t really my style. I ended up transferring my love for art and creative work into digital design and marketing.” ADC (Do you want to take part in an Off the Cuff, or know someone who does? E-mail tburke@atmags.com.)

Jake Lane with his dog.

Eighty years strong

“People who are 80 years old are often said to have reached old age,” expounds the Hohenstein Institute, the scientific partner of the German Certification Association for Professional Textile Services, which this year doffs its cap on eight decades in operation.

“This is far from the case for the Quality Certification Mark for Professional Textile Services: it can look back over 80 successful years and has not lost any of its edge during this time,” it adds.

“The constant focus on advancement without forgetting traditional roots is characteristic of the German Certifica tion Association for Professional Textile Services,” notes Prof. Dr. Josef Kurz, deputy director of Hohenstein. Kurz has devoted himself to the challenges of the textile service industry for many years.

The initiative for a certification association “for Pro fessional Textile Services” was started back in 1935 by laundry operator Willy Löcher from Cologne, the Institute relates.

Kurz describes the turbulent early days: “Willy Löcher fought for his ideals and advertised the new certification association through presentations and meetings. Finally,

the majority of laundry op erators backed his idea; the Certification Association was then officially set up in 1938.”

He notes, “The laundry owners showed great inter est in the concept of having their own quality certifica tion mark. By the end of 1953, an impressive num ber of 40 laundries were al ready allowed to carry the quality mark.”

The story did not end, as over time, the Association responded to demands and set standards for quality and hygiene in the industry.

Today, the Institute says, the quality mark is held by numerous commercial laun dries in Europe, Russia, Ja pan and elsewhere.

(continued)

Since 2012, the new RAL Quality Certification Mark logo of the German Certification Association for Professional Textile Services has stood for quality and hygiene of textiles processed in commercial laundries, notes the Hohenstein In stitute. (Photo: © German Certification Association for Professional Textile Services)

‘One-stop’ exhibition

Texcare Asia and China Laundry Expo recently merged to create what show management firms Messe Frankfurt (Shanghai) Co. Ltd. and Unifair Exhibition Service Co. Ltd. call a “one-stop exhibition for laundry equipment and technology in Asia.”

As disclosed in an agreement signed in July by the organizers of Texcare Asia and the China Laundry Expo, the two trade fairs will merge into a single show in “a win-win arrangement to integrate industry re sources,” Messe writes. The new joint-venture fair, it notes, will be the largest annual industry event covering the textile care and laundry chain in Asia.

“The merger is fantastic news for the textile care in dustry in Asia as a whole and also for the Messe Frank furt Group,” says Wolfgang Marzin, president and CEO of Messe Frankfurt Group.

Texcare Asia 2017’s big sign welcomes attendees at the fair entrance. For the 2019 edition, Tex care Asia and China Laundry Expo have merged to what one show organizer, Messe Frankfurt (Shanghai), calls a “one-stop exhibition.” (File photo: Tim Burke)

Wedding a la ‘cart’

Pilgrim Dry Cleaners hosted a couple’s 60th anniver sary renewal of their wedding vows. The joyous surprise event was staged in the company’s parking lot.

“Near the end of August, a family reached out to our business to ask if we would let them surprise their parents with a small ceremony, to commemorate their 60th year of marriage, in the parking lot of our Robbinsdale (near Min neapolis) Pilgrim Dry Cleaners location,” relates Keona Tranby, director of marketing for Pilgrim Dry Cleaners. She explains that the location was the site of where their former church once stood but had long ago been moved.

Dwight D. Eisenhower was president on the day the couple, Jim and Diane Cook, were married—Saturday, Aug. 30, 1958, Pilgrim writes.

As a long-standing business in the Minnesota commu nity, Tranby explains, “We were so happy to be able to be a part of this family’s story.”

There’s more: The officiant for the couple’s big event drove a golf cart to the ceremony, too.

“He brought it around as a surprise before the ceremo ny started,” Tranby says. “They apparently said that they wanted one if they ever renewed their vows.” ADC

Through the Pilgrim Dry Cleaners parking lot they go! Riding in a golf cart are Jim and Diane Cook, who celebrated their 60th wedding an niversary by renewing their vows outside the Minnesota business in August. It was a surprise event for them arranged by their family and Pilgrim. The company’s parking lot now occupies the site of the church where they were married in 1958. (Photo: Pilgrim Dry Cleaners Inc.)

BUSINESS OPPORTUNITIES

Cook

Charles Thompson, American

COMPUTER SYSTEMS

PLACE YOUR AD CONTACT: classifieds@atmags.com

on PS Form 3541.

TO SELL YOUR BUSINESS? Our brokers have extensive experience in the industry as operators, equipment and chemical sales. Trust your business sale to a company that knows your industry inside and out. Buyer? Contact us for active listings National Coverage Marc Lazarus • ML@Tworld.com 201-370-9600 Own Your Own Drycleaners—Managers, Spotters, Tailors, Pressers! 100% Financing. Plant or Drop, location of your choice. Call 1-561-302-5031 or 1-888-275-6637. CHEMICALS DryCleanerSoap.com Buy online and save! Half off shipping! Spotters: Buy 3 Get 1 Free! 1. Publication Title: AMERICAN DRYCLEANER 2. Publication Number: 0002-8258 3. Filing Date: 9/25/18. 4. Issue Frequency: Monthly. 5. Number of Issues Published Annually: 11. 6. Annual Subscription Price: $46.00. 7. Complete Mailing Address of Known Office of Publication: American Trade Magazines LLC, 566 West Lake St., Suite 420, Chicago, IL 60661-1410 Cook County. Contact Person: Charles Thompson, 312-361-1700. 8. Complete Mailing Address of Headquarters or General Business Office of Publisher: American Trade Magazines LLC, 566 West Lake St., Suite

Must accompany order. 3 models, 7 different interchangeable lower platens and single or dual heated platens

For example, for a June ad, the closing date is May 1st. You Deserve the Best! The Ultimate Heat Seal Machine Proudly made in the U.S.A. Built to OSHA standards 2 YEAR WARRANTY

X=0, Y=0. (3)

and Other Paid or Requested Distribution Outside USPS®: X=0, Y=0. (4) Requested Copies Distributed by Other Mail Classes Through the USPS (e.g. First-Class Mail®): X=0, Y=0. (c) Total Paid and/or Requested Circulation (Sum of 15b (1), (2), (3), and (4)): X=11,312, Y=12,058. (d) Nonrequested Distribution (By Mail and Outside the Mail). (1) Outside County Nonrequested Copies Stated on PS Form 3541 (include Sample copies, Requests Over 3 years old, Requests induced by a Premium, Bulk Sales and Requests including Association Requests, Names obtained from Business Directories, Lists, and other sources): X=6,870, Y=6,119. (2) In-County Nonrequested Copies Stated on PS Form 3541 (include Sample copies, Requests Over 3 years old, Requests induced by a Premium, Bulk Sales and Requests including Association Requests, Names obtained from Business Directories, Lists, and other sources): X=0, Y=0. (3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (e.g. First-Class Mail, Nonrequestor Copies mailed in excess of 10% Limit mailed at Standard Mail® or Package Services Rates): X=0, Y=0. (4) Nonrequested Copies Distributed Outside the Mail (Include Pickup Stands, Trade Shows, Showrooms and Other Sources): X=21, Y=11. (e) Total Nonrequested Distribution (Sum of 15d (1), (2), (3) and (4)): X=6,891, Y=6,130. (f) Total Distribution (Sum of 15c and e): X=18,203, Y=18,188. (g) Copies not Distributed (See Instructions to Publishers #4, (page #3)): X=152, Y=154. (h) Total (Sum of 15f and g): X=18,354, Y=18,342. (i) Percent Paid and/or Requested Circulation (15c divided by f times 100): X=62.14%, Y=66.30%. 16. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the November 2018 issue of this publication. 17. Signature and Title of Editor, Publisher, Business Manager, or Owner: I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties): Charles Thompson, Date 9/25/2018

Counter

Sales,

Rayon to the Rescue!

10 YEARS AGO. Producer prices fell 2.8% in October, thanks to a record 24.9% plunge in gasoline prices. The core Producer Price Index (PPI), which excludes volatile food and energy costs, rose 0.4%, signaling that the decline in raw-materials costs hasn’t yet been reflected in finished products. To head off deflation, the Federal Reserve is likely to cut interest rates at its final meeting of the year, analysts say, below today’s record low 1.0%.

35 YEARS AGO. Last month, the Laundry-Cleaning Council (LCC) learned that one of the major incineration firms in the U.S. had written to representatives in the House of Representatives, claiming that LCC’s estimate for the high costs of incinerating drycleaning wastes were completely wrong. The incineration company claimed that it could do specialized, high-temperature incineration of the wastes from an average drycleaning plant for $990 per year. In initial meetings with a representative’s staff, LCC pointed out that this figure could not possibly be right.

50 YEARS

AGO. History Repeats

Itself! Historians tell us that women used cosmetics in the Middle Ages, reminds an item in the Chicago Retail Cleaner & Tailor. For that matter, the bulletin points out, women in the middle ages still use a lot of them! ... Color is “in” — in

a great big way! The Post Office department is reportedly planning to replace the traditional gray mail sacks with orange, green, blue and red ones for a colorful new look. ... Printed 50 years ago on page 8 of American Drycleaner’s December 1968 issue was the following special note, penned by Donald J. Martin, then president of American Trade Magazines Inc., A Division of Advertising Publications, publishers of American Drycleaner: “This is the time of year when most of us do some daydreaming. It is good for us to have these pre-visions of our hopes and desires. But only practical dreamers seem to be in vogue nowadays, and they want their reward without the achievement to justify the reward. Though dreams are generally fragile things, some of them can have a lasting effect. Nearly two thousand years ago a dream of ‘Peace on Earth to men of Good Will’ was born. This dream has died a hundred deaths — only to be reborn again. No dream ever finds its way into reality without some kind of adversity. Maybe we need to be tested and our courage fortified before we can attain the goals we seek. Perhaps some day one of our finer dreams will blossom and men will ‘beat their swords into plowshares ... and will not learn war anymore.’ And this shall be my Christmas wish for all of us. Once again I have the pleasure of

December 1968

wishing you and your family good health every day of 1969.” His signature was below his letter.

75 YEARS AGO. Rayon to the Rescue!

Many of our flyers’ lives have been saved in this war because their planes were equipped with self-sealing or bullet-sealing gasoline tanks made of a rayon fabric, coated with rubber. The reason for the use of rayon has not before been made public, according to the maker, but is of interest as an illustration of the versatility of this fiber. Rayon is used in the self-sealing tanks primarily because it provides the required strength and tear- or bursting-resistance, together with the light weight, needed for use in fighting planes.

ADC

— Compiled by Tim Burke, Editor

To read more of American Drycleaner’s chronicling of the industry over the years, visit www. americandrycleaner.com.

Steam Boilers

101-105 Series

We expect 15 to 25 years from our interchangeable tube bundles, and 30 to 40 years of life our more out the boiler.

Indirect Fired Water Heaters

209-211 Series

We normally expect 10-25 years out of the copper heat exchanger, 30 to 40 years out of the boiler.

Thermal Liquid Heaters

207 Series

We expect 30 to 50 years out of our thermal fluid heater models

On all of the above units we have continued to build, and will continue to have available any part of the pressure vessel, burners, cabinet, and controls meaning that for as long as a customer wants, they will be able to infinitely repair their equipment rather than replace the equipment.

We are asked by many new and existing customers on what is our projected life expectancy of our products. We are not always the lowest initial price but know we have one of the lowest cost of ownership of any boiler manufactured in North America. These facts are based on our 90 plus years of boiler manufacturing, feedback and experiences from our end users, service departments, and all of our representatives and dealers worldwide. These life spans are based on our boilers being installed properly, and do receive our minimal recommended care, are applied to the correct application, and include the proper maintenance and water treatment programs.

Hi, Perc. This is the hardest text I’ve ever had to write. I started it 10 times, only to delete it in denial of its consequences.Ican’tcontinueignoring that this relationship is no longer working. I tried to keep us together for too long. I sought out professional help hoping that one day you would change.

But, your toxic personality is something that I can no longer accept. We’ve shared some great times together and I’llalwayscherishthosememories,butit’stime we both move on. You may not agree, but this is the best thing for both of us.

Please understand, it’s not you…it’s me.

This is a small town and I didn’t want you to hear it from anyone else, I’ve been seeing another. Yes, it’s true, I’ve found SENSENE™ and we’re really happy together. My life is much less stressful and I‘ve been able to sleep better at night.

XOXO, DC

Send

O

ur Customers are thrilled and love the results. I can not be happier with the way Sensene and Columbia cleans our garments. Not only does it brighten and soften the materials, it has been wonderful on removing stains. I love that Sensene is environmentally friendly, and safe to use. Odors in the shop are now completely gone. I am so pleased with Sensene and our new Columbia Dry Cleaning Machines. I have been a PERC operator my whole life. I would have never imagined anything could have been better. We are convinced this is a best cleaning solution for our future.”

~Sara Smith, Manager, Reno Dry Cleaners of Louisville, Ohio

Oh, and you can keep the spotting brushes, I don’t need them.