True Quality CleaningStraight talk about caring for fine garments & household textiles from an expert who calls it like it is. In plain English.

Breaking news: Denny's and Morton's announce company merger

DennysDenny's Corporation and Morton's Restaurant Group, Inc. have announced their intent to merge their restaurants into a new company, Denny Morton's Fine Cuisine, Inc.

According to their joint press release, the combined company plans to consolidate operations by closing all Morton's locations and reopening a Morton's in a corner of each Denny's. Denny's and Morton's will share the same kitchen, utilize the same chefs and servers, and purchase their food and other supplies from the same vendors. And depending on whether the customer being served is a Denny's customer or a Morton's customer, chefs and servers will switch their jackets and aprons throughout the service period: green for Denny's and red for Morton's.

MortonsConsolidating Denny's and Morton's into a single location? Sounds ridiculous, doesn't it?

It's nonsense, of course.  I just made this all up. Yet that's exactly what many so-called "high end" cleaners have done to counter a drop in business over the past year.

They've introduced a 2 tier pricing system generically dubbed their "basic" and "premium" service.

They'll tell you that their basic service is for your "regular garments". And that their premium service (often accompanied by a special name such as their sterling, gold, platinum, diamond or artisan service) is for your "fancier garments". Pressed for details, they'll tell you that their premium service is their "extra care service," where your designer and couture garments are "pressed by their best presser, inspected by hand, hung on wood and chrome hangers, and stuffed with logo printed tissue."

Can it help? Possibly. But not likely.

The real question you should ask yourself is this: is their acidic, logo printed tissue paper (not recommended), non-contoured non-shoulder-supportive wood hangers (not recommended) and plastic or chrome hangers with impression-forming quarter inch metal clips (not recommended) worth the premium price?

Because, in many cases, that's probably the only difference between their basic and their premium service. In other words, apart from the packaging, the true difference between your cleaner's basic and premium service is zero.

Their rationale for this strategy is simple: We'll continue to give customers the same "quality" they've been accustomed to receiving, but at a reduced price, say 30% less. We'll call this our basic service and tell our customers that we've been able to introduce this "new", lower priced service by eliminating the fancy packaging. We'll also tell them that they can continue to request our premium service for their "fancier" garments at our current price levels.

Of course, what we won't tell them is that, apart from the packaging, there's no real difference in quality between our basic and our premium service. And we'll gain by charging a premium price for what is essentially a "bang and hang" garment dressed up with fancy packaging.

Let's put this in perspective: Think back to the last time you sat down in a fine steak restaurant, and your server asked you whether you wanted their basic or premium steak? Did they also ask you whether you wanted your basic or premium steak just tossed on a grill or prepared to their exacting standards?

So the big question to ask yourself is this: Is it possible for a Denny's kitchen to consistently deliver a steak of Morton's quality just because their steak is prepared by their "best" short order cook and served on "better" china?

Don't think so.

Clients who choose a true quality cleaner want best of breed. Not a mutt that has the characteristics of two or more breeds.

How can I help you?


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