No Weak Links

Originally published by Auto Laundry News on March, 1st, 2025. Written by Timothy Denman.

The old adage, “a chain is only as strong as its weakest link,” certainly holds true in the car wash industry.

On the site level, numerous systems must work in concert to quickly produce a clean, shiny car. While at the organizational level, each location must faithfully represent the brand and provide a consistent customer experience that bolsters the entire chain.

Links Car Wash, based out of Southern Florida, is new to the car wash game, but the growing express chain understands the importance of brand unity. Like many of today’s regional chains, Links has expanded its footprint quickly, growing from just one site in operation last November to 10 today.

The growth has been rapid, but the leadership team has been extremely careful with Links’ brand. While the team is operating 10 sites, just three sport the Links name, as management methodically raises operations to its high standards before donning the Links banner on a new location. 

Currently, a well-run site acquired by Links can expect to sport the chain’s branding in around 60 days — longer if major renovations are necessary. During that time, all systems are inspected, staff retrained, and any necessary adjustments are made to operations to ensure the site performs up to Links’ rigorous requirements.

“In M&A your biggest challenge is branding,” says Links COO Dustin Burroughs. “You have to get that right. However, after that, as an operator, the point of sale is a major hurdle. That is the brain of the car wash. It controls pricing, memberships, marketing, e-commerce, and much more.”

As Links onboards a new site, streamlining the POS is a major priority. The goal is to eventually reduce the six or seven disparate point-of-sale systems currently in operation to a streamlined single system that will allow for simplified operations across the chain.

Links Car Wash is the brainchild of CEO and founder Ryan Hanks. Hanks is a real estate developer and investor who has significant experience in self-serve storage, which initially drew him to car washing. He saw fragmentation in the car wash space, which reminded him of what he had experienced in the self-storage industry 15 years ago.

After extensive industry research, Hanks decided to enter the highly competitive car wash space last year. He launched Links in Florida and expanded into North Carolina and Texas with the goal of developing a differentiated chain built on branding, consistent results, and technology.

On the branding front, Links is leaning into the Florida vibe with a subtle golf theme that is in contrast with the typical beach themes seen throughout the market. Employees wear khaki pants, polos, pullovers, and name-brand hats to complete the golf experience and high-end aesthetic.

Consistent results are produced through staff training and a commitment to meaningful labor — there are always a minimum of three or four employees on site to ensure consumer needs are met.

From the technology perspective, Links is investing not only in quality car wash equipment but also in next-gen digital technology, like a custom website designed to wow visitors.

While Links is being very careful with its image and the customer experience, it is expanding very quickly. With 10 sites in operation today (three branded as Links), the chain hopes to grow to 16 by the summer months. In addition to quick turnaround M&A sites, Links is also working on around five complete remodels, some of which require a complete teardown and ground-up rebuild.

“We haven’t gotten into straight greenfield yet,” says Burroughs. “But we are going to start to transition to that side of the business. We want to get a good base of stores in operation and brand awareness first, and then we can begin greenfield site development.”

Whether a simple rebrand or an extensive rebuild, all Links sites feature a four-tier menu. Starting at $10 for a Basic wash on up to $25 for the Ultimate experience. The top wash features bug prep, wheel cleaner, triple foam, tire shine, wax, rain repellent, and a graphene coating. But what really sets it apart from the other three menu options is the four-day rewash feature.

When a customer purchases the top wash, they receive a code that can be used within four days for another wash. This is not a weather guarantee where a customer can come back for a free wash if a rainstorm ruins their shine; it is essentially a buy one, get one free offer. Customers may even return with a different vehicle within the four-day window and get a free wash.

 Currently, around 20 percent of top wash customers take Links up on its free re-wash offer, but management’s goal is to grow that number to around 35 percent, as the popularity of the program grows. In addition, the team is developing a loyalty program that they hope will make its retail wash options even more appealing.

Like any modern-day express, Links offers an unlimited wash program as well, but it doesn’t want to place all its eggs in the membership basket. “The membership model is great, and you need to have a strong base,” says Burroughs. “But we don’t want to have 70 percent of our volume to be memberships. We want to be more in the 50/50 range. It helps you diversify and protects you from disruptive market conditions.”

Whether retail patrons or membership members, Links provides a differentiated experience for its customers as it continues to scale operations in high-growth markets link by link.