Thriving Without a Storefront: Why My Route-Only Martinizing Cleaners Business Works

By Bill Moro, Owner of Martinizing Cleaners of Allentown/Lehigh Valley

When you think of a traditional dry cleaner, you think of a brick-and-mortar store with clothing racks full of pressed clothing wrapped in plastic, but what if I told you it evolved? Seventeen years ago, I started what might seem like an unconventional dry cleaning business. No storefront. No front counter. Just a couple of vans, a reliable partner, and a commitment to serving the Lehigh Valley through dry cleaning and laundry pick-up and delivery. Today, we run four routes with just two drivers, and we’ve never looked back.

In fact, when the COVID-19 pandemic hit and traditional retail dry cleaners struggled to adapt, we were already built for a world where convenience mattered more than location. While foot traffic disappeared for some, our phones rang more than ever. COVID didn’t break our business model; it proved it. We stepped up, took over routes from competitors who couldn’t keep pace, and earned the trust of new customers almost overnight.

We’ve always been aggressive about customer acquisition. We’re not afraid to follow leads or offer that extra level of service others overlook. In this business, it’s more than just about picking up laundry; it’s about building relationships. I still personally meet many of our clients face to face. We don’t rely on route-tracking apps like Delivery Connect because we prefer to make every interaction count. That personal touch is how you build customer loyalty.

And that loyalty goes both ways. When someone is going through a hard time, its easy to say “what can I do to help,” but in reality, there isn’t much the average person can do. Luckily, we’re in the position to help make our customers’ days a little easier by offering our services to them in times of need. That’s not just good business, it’s being a good neighbor. People remember who showed up for them when times were hard.

Dry cleaning today is more flexible than it’s ever been. With a route-based model, you don’t need to rely on costly retail space. You can operate from anywhere, grow steadily, and keep your operations streamlined. Our entire business is run with a laser focus on service.

Here’s what I’ve learned over the years:

Keep up with your customers. You always want to remain personable with your customers. Offer discounts, connect with your local community organizations, or even partner with other local businesses. Customers will see this effort and reciprocate by remaining loyal to you.

Charge what you’re worth. Don’t be afraid to raise prices when needed. With our recent business model, we’ve implemented a delivery fee, and our customers are happy to pay it because they truly value what we do.

If you’re looking for a franchise model that’s resilient, efficient, and centered on people, a route-based business might be the right fit. We’ve really built something special in the Lehigh Valley. And with the right approach, you can do the same in your community.