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How Laundré's Partnership with Cents Has Evolved Since 2021
At a Glance
In our original 2021 operator spotlight, we introduced Ariana Roviello, owner and operator of Laundré, with neighborhood locations in San Francisco's Mission and Western Addition. What began in 2017 as a modern self-serve laundromat has since evolved dramatically. Back then, Ariana had just become an early adopter of Cents Dispatch to add pickup and delivery services during the pandemic. Now in 2025, four years after our initial spotlight and five years after opening her second location, Laundré has transformed its business model while maintaining its commitment to eco-friendly, high-quality laundry services.
By adopting the complete Cents platform, Ariana has successfully shifted from a premium self-serve concept into a full-service laundry brand delivering significant revenue growth alongside streamlined operations.
About Laundré
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When Ariana opened Laundré's first location in 2017, she focused on building a modern self-serve laundromat with state-of-the-art machines, card readers, and sustainable practices. While she always had big plans, pickup and delivery initially seemed too costly to implement, requiring vehicles, drivers, and complex logistics.
In 2020, Ariana opened her second location just as the pandemic began, which accelerated her timeline for adding pickup and delivery services. What started as a pandemic necessity has now become the core of Laundré's business model. "We've shifted from a premium self-serve concept to a full-service laundry brand with a strong focus on convenience, delivery, and commercial accounts," Ariana explains.
Looking back at the last five years since opening the second location, Ariana notes how significantly her vision has evolved. "The pandemic initially prompted our move into pickup and delivery services, but it's now a core part of our business. On-demand pickups and fast turnarounds have become key differentiators for us."
Her eco-friendly vision remains central to Laundré's identity. "We still use high-efficiency equipment, but now also minimize waste through optimized cycles, hang-drying delicates, and reusable bags. Customers appreciate the continued focus."
The Problem
When Ariana started Laundré, one of her biggest pain points was the lack of a reliable POS system. "When we first opened, we were literally using pen and paper to process our wash and fold," Ariana recalled, "which wasn't sustainable."
The limitations of available solutions created frustrations in running day-to-day operations and made expanding services nearly impossible. The existing software "wasn't intuitive," which made it difficult to train staff and led to employee errors and poor customer experiences.
"We also didn't have great reporting options, so it was hard to see how the business was doing from a high-level perspective," she noted.
As Laundré grew from one location to two and began to expand its service offerings, these challenges only compounded. Managing growth efficiently while maintaining Laundré's high quality standards required a technology solution.
The Decision & Solution
When Cents reached out to Ariana in 2020, the timing couldn't have been better. The pandemic had created urgent demand for delivery services, and Laundré needed a way to implement them without the high upfront costs of buying vehicles and hiring drivers.
Five years later, Ariana has integrated the full suite of Cents products across her business. "We use the full suite—POS, Dispatch, Accelerate, and Assist—to simplify operations, reduce errors, and manage growth more efficiently."
What started with Cents Dispatch has evolved into a comprehensive technology ecosystem. When asked about other Cents products she's integrated, Ariana specifically highlights Accelerate and Assist as crucial additions that help manage her growing operation.
Implementing new technology across multiple locations wasn't without challenges. "Training staff and getting buy-in was the most challenging aspect," Ariana acknowledges. "We solved it through hands-on support and showing how it made their jobs easier."
The Cents platform has enabled Laundré to expand beyond residential customers to serve high-volume commercial clients. "Our commercial operations focus has expanded significantly since 2020. We now serve high-volume clients across industries and offer more custom service options," Ariana explains.
Marching to the Spin of Her Own Drum
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The impact of adopting Cents technology has been transformative for Laundré. What began as a solution to offer pandemic-friendly services has become the foundation for significant business growth.
From serving a limited 1-2 mile radius around each location, Laundré now reaches customers within a 15-mile radius, dramatically increasing their market potential. This expanded reach helped triple their wash and fold revenue in the first two years with Cents, and growth has continued steadily since.
"Tripling wash and fold revenue and increasing customer lifetime value are the growth metrics I'm most proud of," Ariana says.
The business value to Laundré extends beyond revenue growth. By leveraging Cents to handle complex logistics, Ariana has been able to focus on strategic initiatives and quality control.
When asked about operational efficiencies that have had the biggest impact on her business, Ariana is specific: "Automated customer communications, edit capabilities in the business manager, and order-specific wash notes have saved time and improved accuracy." These improvements have been crucial in maintaining Laundré's high standards while expanding.
Baskets Full of Data
Data has become a strategic asset for Laundré's growth. When asked which data points have been most valuable for making strategic business decisions, Ariana is specific: "Customer acquisition, order frequency, and commercial billing reports help us plan and grow smarter."
Where they once gained 40-50 new customers monthly as mentioned in the previous case study, they've now refined their approach: "We target more effectively, follow up with new customers, and use SMS and promos to boost repeat orders."
The data collected through the Cents platform has transformed their marketing efforts. "We leverage customer data to tailor offers, track order patterns, and re-engage lapsed customers with targeted promotions," Ariana says. This data-driven approach has been instrumental in increasing customer lifetime value, one of the growth metrics she's most proud of.
The Future
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Five years after becoming an early Cents adopter, Ariana continues to position Laundré at the forefront of laundry industry innovation. As someone who recognized the potential in modernizing the laundry business early on, she has insights into what's next.
"Smarter logistics, AI-assisted workflows, and bundled service models like laundry subscriptions will transform the industry next," she predicts.
With the Cents platform supporting her vision, Ariana continues to build Laundré into a standout example of how traditional laundry services can be reimagined for today's consumers.
"Laundry was overlooked for a long time, but now we're seeing its full potential as an essential service that can be elevated through technology and customer-focused innovation."
Ariana Roviello
Start making Cents of the laundry business
Partnerships like the one we've developed with Ariana and her team showcase how laundromat operators can transform traditional businesses into modern service providers. If you'd like to learn more about Cents' platform and how it can help your laundry business grow, schedule a demo with us today.
