Free dry at your laundromat: smart perk or profit leak?

If you want to spark heated debate in a room full of laundromat owners, mention the concept of free dry. There's no middle ground on this topic.  

Here's a quick look at the upsides, downsides, and how to do it right. 

Pros 

  • Big draw, fast: Obvious value that boosts visits, especially for new stores or competitive corridors. 
  • Higher basket size: Customers tend to choose larger washers to earn more free-dry minutes; you can price bundles accordingly. 
  • Simplified message: Easier to market than nuanced promos; great for window signage and ads. 
  • Loyalty lift: Perceived generosity encourages repeat business and word of mouth. 

Cons 

  • Pricing impact: Drying is energy-intensive; if you don't recoup in wash pricing, it can affect profits. 
  • Dryer bottlenecks: Free time invites over-drying and "parking," creating queues and customer friction. 
  • Hard to roll back: Once customers expect free dry, ending it can trigger churn or negative reviews. 
  • Abuse risk: People may try to dry items washed at home unless access is controlled. 

How to make it work 

  • Bundle, don't bolt-on: Build the cost of drying into wash prices by washer size. Example: 20-lb washer includes 20 free minutes; 60-lb includes 45–50. 
  • Cap the free time: First X minutes free; extra minutes paid. This limits over-drying and keeps dryers turning. 
  • Verify eligibility: Use a card or app system that auto-credits dryers after a wash. No free-dry starts without a linked wash. 
  • Tune cycles: Post, for example, "most loads dry in 30–40 minutes" and set default temperatures that dry efficiently without encouraging marathon runs. 
  • Watch the floor: Staff presence during peaks, clean lint screens often, and keep a couple of dryers reserved for large machines to avoid bottlenecks. 
  • Time-box promos: Consider "Free Dry Hours" (e.g., Tue–Thu mornings) to fill slow periods without crushing weekends. 

When it shines 

  • New store launch or rebrand needing quick awareness 
  • Markets where competitors already offer free dry (table stakes) 
  • Slow-day stimulation via limited "free dry hours" 

Bottom line: Free dry can be a profitable differentiator if it's treated as a pricing bundle with clear limits and tight controls. Price it in, cap it, verify it—and it can win loyal customers without burning through your gas bill.