Success Story: Primo Express Car Wash is the latest venture from a family with deep roots in La Puente, California. For over 40 years, the Minaie family has served the local community with gas and convenience offerings. When customers began asking for a car wash, the Primo team listened. Led by Operations Officer Shayan Minaie, the family set out to expand their service footprint and deliver a top-tier wash experience—without compromising the community-first ethos that built their brand.
The Problem
Launching a new business line came with new challenges:
First-Time Operator Hurdles: Learning the wash business from the ground up without slowing down their existing operations.
Product Confidence: Ensuring the chemistry and wash quality matched their brand promise.
Customer Conversion: Encouraging loyalty and upsell into the higher-value wash packages.
Technology Fluency: Adapting to a new platform of controls, promotions, and digital touchpoints.
The Solution
Primo turned to Sonny’s The CarWash Factory for a full-spectrum partnership—equipment, chemistry, support, and systems—all delivered by one trusted provider:
One-Stop Support: A single Sonny’s rep helped Primo through every phase: construction, chemistry, service, and startup operations.
Top-Tier Chemistry: Balanced formulas deliver a standout result, helping their “Primo Signature” wash stand apart from lower-tier options.
Premium Package Strategy: Primo confidently promotes its highest wash level, knowing customers get visible value and better long-term results.
Tech-Driven Growth: Though still learning, Primo is already seeing benefits from Sonny’s control platform—supporting marketing, pricing, and discount strategies.
Fuel Pump Integration: Car wash awareness and upsells are woven directly into the gas and C-store experience.
For more information visit https://sonnysdirect.com/.
