On a Sunday morning last May, the day before the planned start of a long-awaited vacation highlighted by a 1,200 mile road trip, I awoke to find a very slow but very obvious leak on one of the very expensive performance tires on my fancy SUV. My first and only call was to one of the only repair centers open on Sundays, a nearby outpost of one of those discount tire chains with a zillion locations within shouting distance of most Americans who aren’t hiding from the law or prepping for a zombie apocalypse.
“We’re slammed, but if you come at three o’clock, we can fit you in,” replied the pleasant voice at the other end of my panicked call. So off I went, stopping en route to inject $1.50 worth of air into my SUV’s bad shoe and celebrate the marvel of an American free enterprise system that has monetized air, the free-est of all Earth’s resources.
After checking in at the counter and handing over my key, I settled into a comfy chair in the store’s austere but clean lounge, logged my laptop into the free Wi-Fi, and took a few minutes to survey my surroundings: four busy service bays, each with at least one other vehicle on deck. Four customers, including yours truly, waited for their repaired vehicles to emerge from one of those bays. A steady trickle of customers came and went, all of whom were apparently afflicted by some 11th-hour automotive failure that torpedoed their Sunday plans.
When it was my turn at the counter to settle my bill for my plugged tire—a shockingly measly $29.99 plus tax—I asked the manager on duty if he’d ever considered charging a premium for emergency repairs like mine. I prefaced the odd question by thanking him for fitting me in the schedule, adding that I expected and was willing to pay more than I was charged for the fast and professional service his store provided.
The young man naturally looked a little stunned. First, I assume because shop managers rarely hear about what they’ve done well, and second, because it’s likely it was the first time in his life that a customer expressed interest in paying more than he was charged. I quickly assured him that I wasn’t a lunatic by explaining that I wrote for Shop Press and that I was sniffing a potentially interesting story about my positive experience.
His answer to my question would’ve made the honchos at his corporate headquarters proud: “We’re not here to inconvenience people, we’re here to help them get back on the road. We charge the same prices regardless of what day the repairs are done to make sure we satisfy our customers.”
That reply wasn’t regurgitated corporate-speak. It was very obviously a sincere and remarkably articulate elevator pitch from a guy who was looking at me the way a fawn stares at your oncoming headlights at dusk. It was in fact a spot-on accurate explanation of the Humongous Tire Stores, Inc. business model.
In other words, perfect. For them. But not for you