SPRING 2023 BUSINESS CASE

ROCKET CARWASH: ROCKET CLEAN, SPEEDY QUICK

Headquartered in Omaha, Nebraska, Rocket Carwash is an express car wash company that boasts a quick and quality clean for every customer. Beyond offering one-time car washes, Rocket Carwash offers an unlimited wash membership service for which members pay a monthly fee in exchange for unlimited washes and additional exclusive perks.

Upon the company's creation in 2013, owner and founder Danny White recruited current Vice President Conrad Sams to help realize the goal of building multiple express car washes in Omaha before undertaking a national expansion. With 15 car washes in operation and more than 40 locations at different stages in development and acquisition across the United States as of February 2023, that goal was beginning to become a reality. Although Rocket Carwash offers one-time washes, between 85 and 90 percent of customers across all locations are subscribed to the unlimited membership offering, which management realized was the best value proposition it can offer to customers beyond stellar customer service.

As Rocket Carwash looks to the future, its service offerings, market position, and growth strategy must work together. Similarities amongst industry competitors in unlimited membership offerings, high levels of community engagement, sustainable technology, and national expansion contribute to the competitive landscape of the express car wash industry. As the industry continues to bounce back from the challenges brought on by the COVID-19 pandemic, how can Rocket Carwash position itself for sustainable growth? Consultants have been tasked with developing a strategic recommendation for Rocket Carwash as it works to achieve its goals for growth for the future.