We don’t offer multiple price levels
Some ordinary dry cleaners have, in recent years, grasped onto the notion that they can generate additional revenue with almost no additional effort by offering two or three “levels of quality” – each with their own corresponding pricing structure.
Typically, these ordinary cleaners identify their multi-level quality/pricing structures with a special names such as their “everyday service”, their “expert service” and their “couture” service. Or their diamond, platinum and gold service. Or their classic, deluxe and signature service. Or their basic, classic and artisan service.
Fundamental to this idea is the ludicrous notion that it’s possible to serve every market segment simultaneously using the exact same personnel, procedures, processes, technologies, equipment and facilities.
The marketing implication, of course, is that there is something fundamentally different in the quality of the product they produce for each different price level.
Truth is, if you eliminated the different packaging associated with each “level of quality”, there’s practically no difference in the quality of the product amongst those different price levels.
Same product. Different packaging. Different prices.
The problem with offering multiple levels of quality is that multiple levels of quality requires multiple sets of skills – a different set of skills for each “level of quality” offered.
So the big question is this: Is it possible for a dry cleaner to employ multiple skill sets across all areas of operations – from cleaning to finishing to inspection to repairs to packaging – within the same facility?
And the answer?
It’s not possible.
It’s impossibly cost prohibitive.
Why?
Because multiple levels of quality is a slippery slope. Once you start, you can’t stop.
After a while, all three “levels of quality” merge into one and the only true level of quality produced is the lowest level of quality.
Quite frankly, the very idea is absurd.
If we told you that Morton’s, Denny’s and McDonald’s had jointly decided that they would henceforth operate from a single building with three separate seating areas, but that they would share the same kitchen, share the same chefs, share the same servers and share the same food suppliers you would tell us that that was the most idiotic idea you’d ever heard of.
Well, that’s exactly what these ordinary cleaners are telling you.
And many customers buy that irrational and non-executable idea hook, line and sinker.
At RAVE FabriCARE, we have always offered only one level of quality of product and one price structure.
We’d never, ever consider offering multiple levels of quality.
We’d never, ever compromise or short cut our commitment to extraordinary care.
We’d sooner lock the doors, throw away the keys and move to the Coast.
