Bubbles Car Wash Building a Legacy of Excellence
By Meline Beach
Bubbles Car Wash has been a cornerstone of the carwash industry for nearly half a century. Starting with a single location in Alberta in 1977, the business has grown to 10 carwash and detailing centres across the province and into British Columbia. Based on a commitment to exceptional service and innovation, Bubbles is driven by a vision to elevate the carwash experience.
“My father bought his first carwash 47 years ago, during an era when carwashes were very basic and utilitarian,” says Natasha Toffoli, president of Bubbles Car Wash and Detail Centres. At the time, carwashes were basic and functional and often paired with full-service gas stations. The carwash tunnel would be open to the lobby area, creating a loud, drafty and uncomfortable experience. “My father had a visionary idea to create a customer-focused experience, transforming the lobby into a welcoming space with comfortable lounge furniture and a cappuccino bar. This marked the beginning of an era in carwash hospitality, where customers could feel truly valued.”
Today, the second generation of leadership has taken the helm. Natasha joined the carwash industry when she was just 14 years old, gaining experience in every aspect of the family business over the years. The transition in leadership was natural but not without its challenges. “Despite occasional clashes, our shared goal of growing the business made the process rewarding,” says Toffoli. “Watching my father trust me to build upon the foundation he created has been a proud journey for both of us, ultimately allowing him to step back and feel confident in the business’ direction.”
Growth and Expansion
Expanding to multiple locations was a deliberate and thoughtful process. Growth meant ensuring that each location not only met the company’s operational standards but also upheld the brand’s reputation for exceptional guest experiences.
“Recruiting and training the right team members was one of the biggest hurdles as we needed individuals who shared our vision and could execute it effectively,” says Toffoli. “To maintain quality and consistency across all locations, we built a strong administrative team that fosters strong communications and a culture of accountability to ensure that every store operates as an extension of our family business, delivering the same level of care and service.”
Toffoli works alongside her administrative team, consisting of a general service manager, general operations manager, and general manager, who regularly travel between markets to oversee operations, provide training, and address any gaps. Operational consistency while scaling the brand’s reputation for premium service is an essential factor in standing out in the carwash market.
One of the company’s key competitive advantages is its continued focus on providing a full-service experience with a no-appointment policy, which aligns with today’s consumer demand for convenience. Despite industry trends moving away from full-service models due to rising costs and the challenges of managing people, Bubbles Car Wash has remained steadfast in its commitment to providing a premium experience. Modern lobbies equipped with amenities like fireplaces, Wi-Fi, and Nespresso machines, combined with a highly trained and customer-focused staff, ensure that customers receive exceptional value.
“What truly sets us apart is how we treat our team members and customers, like family, which has resulted in low turnover and a dedicated team that understands the importance of our guest-first approach,” says Toffoli. “We invest heavily in training our staff to be friendly, professional, and customer- focused. This combination of people-centred service and luxurious amenities makes the experience worth every penny, leaving our customers not just satisfied but eager to return.”
Commitment to Community and Looking Ahead
The success of Bubbles Car Wash is deeply rooted in community support. Over the years, the company has built lasting relationships with customers and engaged in numerous charitable initiatives, from food bank drives and school supply campaigns to winter coat collections and clean water projects in developing countries. Their philosophy of giving back is based on mutual support and their commitment to community builds brand loyalty.
Looking ahead, Bubbles’ goal is to continue expanding its service offering to meet evolving customer needs, combined with ambitious plans for growth, including the opening of two new locations within the next three to five years. In terms of advice to others, Toffoli emphasizes the importance of customer experience above all else. “Treat your employees well, invest in their growth, and focus on creating an environment where both your team and customers feel valued. Building a strong foundation of trust and service is the key to long-term success.”
Meline Beach is a Toronto-based communications practitioner and frequent contributor to Convenience and Carwash Canada. In addition to freelance writing, Meline provides communications and public relations support to businesses across Canada. She can be reached at www.mlbcomms.ca.
