International Carwash Association Research Director Bob Klein shares insights from the latest consumer survey data to author this companion article to the Q3 edition of CAR WASH Pulse. For more insights, read the latest edition of CAR WASH Pulse.
There's a reason people drive out of their way for their favorite quick serve restaurant meal.
And it’s about much more than just the food.
Whether it’s the hyper-efficiency of Chick-fil-A or the fun-first atmosphere of Raising Cane’s, top-performing quick-serve restaurants have figured out how to turn routine transactions into feel-good rituals. That emotional connection? It’s worth real money.
So, consider this. Fewer than 10% of consumers describe their favorite car wash as “fun,” “inviting,” or “energetic.” Just 51% say they even look forward to their next wash.
The message: We’re doing the job and customers are by and large very satisfied.
But we’re not sparking joy. And that’s the opportunity.
These insights come from the Q3 2025 ICA Consumer Pulse survey, which gathered feedback from a nationally representative, census-balanced sample of 840 U.S. consumers who used a professional car wash in the past year. The data reveal a clear call to action for operators. If you want to win long-term loyalty and grow ticket averages, clean and efficient simply aren’t enough anymore.
1. Design for Joy, Not Just Throughput
While 59% of consumers say employee friendliness is extremely or very important, only 27% described their favorite wash as “welcoming.” To shift this perception, car washes should borrow from QSRs that build atmosphere into their DNA. Think vibrant colors, curated music playlists, seasonal decor or interactive light shows. The goal is to make the visit memorable, not just efficient.
2. Personalize the Experience in Subtle but Impactful Ways
Only 22% of consumers said their car wash experience felt very personalized. Yet 61% say they often or always feel like a valued customer. The human element is working, but could go further. Small touches like greeting members by name, offering personalized promotions based on visit frequency or using digital signage to say, “Welcome back, Angie!” can add surprising value.
This is an excerpt of an article from CAR WASH Magazine.
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