National Clothesline

A group of drycleaners in the New York metropolitan area have formed a council of business owners who meet monthly to share ideas, goals, and thoughts.

“It started as just a monthly dinner among friends in the drycleaning business, but has expanded into a group of cleaners who feel passionately about their businesses and lives,” said Ed Roth of U N Cleaners in Queens, NY, the founder of the group.

The “Quality Cleaning Council” meets monthly for dinner and discussions of any issues that need brainstorming and advice. No topic is taboo. If a member has a problem with an employee who didn’t show up to work or a competitive cleaner who has lowered prices, that problem is dealt with first, usually as the appetizers are arriving.

“The ability to have feedback from other cleaners who have either dealt with the problem before, or can see the issue through a fresh set of eyes has a tremendous power in helping a member through a tough situation,” reports Andrew Briller of Andrew Howard Cleaners in Syosset, Long Island.

At the beginning of each dinner meeting, each owner reviews the news of the past month before the general topic is decided on by the rotating chairman. Advertising pieces, promotions, firings, hirings, computer systems and customer service ideas are some recent topics.

“We are all proud of our businesses, and have a similar passion for excellence and quality in our daily work. By pooling our thoughts and ideas, we can all be stronger and smarter,” said Frank Whitehouse of Whitehouse Cleaners in Bay Shore, Long Island.

Some members are second- and third-generation cleaners while some are newcomers to the industry. All have something to learn.

“I learned more in one night at dinner about creating systems to make my store run smoother than I learned in two years of ownership,“ said second-generation cleaner Steve Namm of Jim Jam Cleaners on Long Island.

Passion for excellence in business is only one of the councils’ priorities. Enjoying life and family is the highest priority. To that end, they recently spent a day fishing on the great South Bay of Long Island on Frank Whitehouses’s boat.

“The ocean, the fresh air, the blue sky and the gorgeous day in the sun — aren’t those all the things you think of when you think of drycleaning?” joked Ken Kinzer of Bridgestone Cleaners in Brooklyn, NY.

The day in the sun fishing on the South Bay was hard to beat. “Being a second generation cleaner from Corona Queens hadn’t given me much opportunity to fish aboard a boat, and next time I’m hoping to even catch something,” quipped Diego Mancilla of Jami’s Cleaners in Lynbrook, Long Island.

During the holiday season, the Council came up with a gift selection for customers that involved Godiva chocolate. Each owner had a slightly different way of handling the gifts. Some delivered them with notes, some gave them out at the counter, and others tied them with thank-you notes and colored ribbons.

At the January meeting the group discussed customers’ reactions. Besides the benefits of ordering together for a better discount rate, the experience of each cleaner was vital in determining the most effective way of handling holiday gifts in the future.

One of the strengths of the group is the willingness to try new things, share ideas, and then report back to the others.

“Like all the best entrepreneurs, we’re always thinking ahead and brainstorming our promotions at least six months in advance,” said Whitehouse. “This gives us plenty of time to get it right and be prepared for the next season. We’re developing advertising pieces, promotional ideas, hang tags, and plaques which we use to promote our businesses and our affiliation to the standards of the Council.”

Not all ideas are winners. One promotional idea was brought home from a seminar on public relations and was thought to be a no-brainer. As the group dissected the specifics of advertising, promoting, and eventually implementing the promotion, they realized that although it worked for a cleaner in a rural area, it was not suited for the urban area that comprised their neighborhoods.

“Above and Beyond” customer service is one of the motifs of the group, what they believe will set them apart from other cleaners.

“We each bring a powerful force to the meetings,” noted Roth.

“Our excitement for success helps us feed off each others’ ideas and eventually create something special for our businesses,” Whitehouse said.

The Quality Cleaning Council is considering expanding into new projects and to consider adding other cleaners who have a commitment to excellence and a dedication to being honest and sincere business people in their communities.

The council is also developing standards that members should strive to maintain according to the group’s goals and attitudes about professionalism. Anyone interested in The Quality Cleaning Council can contact Roth at (718) 969-0207 or e-mail him at uncleaners@aol.com.