And lest you think it’s too soon for our industry to be app driven…that customers of varying ages and backgrounds will be turned off by app-based payment, Brax, again, is presenting amazing numbers. Since opening, Brax is regularly at 90 percent app adoption. “I wasnt sure how people would react to the app,” Max said, adding that its ease of use – from downloading to its usage - has been even more exciting. “People who don’t speak English download it and use it every time,” he said. To encourage app adoption, Brax adds the first $20 on new accounts. A Long Time Coming It’s an understatement to say that Brax Laundry’s opening in 2022 was a long process. Three and a half years long, to be exact. Brad and Max had a plan, and it included an escape from the corporate world and owning their own business. In 2018, they decided the vended laundry business was just the venture to check all the business ownership boxes. That was the easy part. The hard part was finding a location. That search dragged on for the better part of a year. At last, they found one and over the next 15 months did much of the construction work themselves, even building their own bulkheads, which are creatively topped with artificial grass. However, when it came to the equipment, they went with a leader and were glad they did. Portland-based Speed Queen distributor, Coin Meter Company, delivered for them, and their read of the company was solid from the start. “They weren’t in it just to sell equipment,” Max said of feeling like they had a true partner invested in their success, unlike other firms they met with. The fact that they were also a full- service distributor made a huge difference as well.
Brad and Max were amazed by how easy it was to create a special cycle and add it to all washers in the store.
Offering More With COVID-19 continuing to be top of mind for many, and most customers short on time, Brax Laundry took its offerings to the next level. First, in addressing the time savings element and the fact that the pandemic has created more laundry than normal, the owners worked with their distributor to add extra capacity. With four 80-pound capacity washer-extractors and two 100-pound capacity units, Brax is besting almost all competitors in the market. “They are spinning all the time,” Max said, adding that customers are consistently wowed by the capacity the laundromat has, which greets them immediately upon entering. Brad and Max also took full advantage of the cycle programming ease (and profit generating potential) of Quantum Touch. To address the increased interest in a higher level clean that the pandemic has brought, the duo added a “Brax Premium” cycle
“They are spinning all the time.” Max - Co-owner of Brax Laundry
for customers seeking greater peace of mind. The cycle offers a longer wash as well as a pre-wash step and extra rinse.
“It took all of three minutes to add that to all of the machines,” Max joked of the ease and speed of programming the washer- extractors. “That was actually really impressive.” And while many owners might be content to offer just a premium cycle and a few cycle modifiers, not Brad and Max. When they say next level, they mean it. Brax is leveraging the power of ozone injection for superior cleaning results in cold water. They even offer it for free. The fresh ozone smell has been a nice byproduct that’s been noted by customers (remember the “it doesn’t smell like a laundromat” comment above?)
Ore City, OR-based Brax Laundry has seen app adoption well into the 90% level.
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