For the past 3 years, I have gotten my oil changed at Grease Monkey, mainly due to the fact that it is walking distance from work, and I can just run over on my lunch break for an oil change.  Up until this last oil change, I was always forced to get Synthetic Oil, thanks to the demands of my needy luxury vehicle.  For anyone that uses synthetic oil, you know that when it comes to oil changes, Synthetic Oil = WAY MORE MONEY.  Needless to say, I was excited to drive my new Toyota to Grease Monkey the other day, knowing that I would be able to finally get "the cheap oil change".  It goes without saying that I was more than a little taken aback when my bill came to $59.  $59 for a basic oil change!?! This can't be right.... I double check my receipt as I drove away, and yes, this is right.  The basic oil change is in fact $41.99, and then with all the extra charges for oil this, filter that, taxes, etc., the bill amounts to nearly $59.  So much for that cheap oil change.

 

I'm a little sad as I drive away, because I am now contemplating "cheating on" Grease Monkey, whom I have faithfully trusted my oil changes to for the past three years.  It's hard not to consider going elsewhere, when you see flyers advertising $19.99 oil changes elsewhere (even with all the mysterious additional charges, you figure you could still get out for less than $30).  That's nearly 50% less than what I pay at Grease Monkey.  Why am I sad about this?  Well, as much as brand loyalty is important to me, it's truly not enough to cause me any hesitation, after all, in this day and age, money talks.  I'm sad at the prospect of leaving Grease Monkey because, in truth, I love the experience at Grease Monkey.  In fact, pretty much every time I get my oil changed, I just have to tell someone about the cool experience there. 

When you pull your car up to the garage at Grease Monkey (assuming you've visited before and they have your license plate information in their system), they pull up your information as you are pulling in, and immediately greet you, by name, at your car window.  How often do you really get greeted by first name in a retail environment?! Um...almost never.  After an incredibly friendly dialog with the mechanic, he promises to be done in less than 15 minutes, and offers me to step inside out of the cold to relax during my wait, and enjoy some coffee and fresh baked cookies.  (fresh baked cookies...at a Greasy Monkey?!  Again...YEP.)

 

Once the speedy service is complete, they explain that I can come in at any time to get all fluids topped off (windshield wiper fluid, oil, etc.)  When I get in my car, the clutter has been cleaned up and stacked into a neat little pile on the seat, the mats/carpets are all vacuumed, and all the windows are washed.  That's not all though.  Placed nicely on my dashboard are two red carnations.  Yes, my oil change place gives me flowers.  WOW.  How cool, unique and thoughtful is that?  And completely unexpected of an oil change vendor.

 

Therein lies my dilemma.  I really love going to Grease Monkey.  It is conveniently close to work.  They are fast.  They are incredibly friendly (I mean more so than any other place I go for any sort of service, across the boards.)  They clean my car, vacuum, and wash the windows.  They give coffee, tea, and fresh baked cookies.  They top off all fluids any time I need them.  They leave carnations on my dashboard.  They cost $30 more.  How much am I willing to pay for a great, convenient experience?  I don't yet have the answer to that.  My guess is that in 3,000 miles when I need my next oil change, I may very well go out of my way, at an inconvenient time, to seek out the $19.99 oil change.  I may be completely disappointed, and learn that The Grease Monkey Experience is worth the extra cost.  On the other hand, I may find out that all those little things they do, while great, are simply not worth it in the end.

 

Jerry Sexton Says:
01/11/2011 12:17:34 PM
I think there are several things you haven't taken into account with your statement. Yes, the other system may only be 19.99 -- but they are doing a 16 point inspection program and maintenance services per your maintenance warranty services -- not just changing the oil and filter. Also many companies throw those figures out to you as a loss leader -- just to get you in the door and then come up with a lot more expenses. I've been going to Grease Monkey for years, different ones all over town, and feel it is better to pay for value versus the cheapest cost. Otherwise, why not do all your web marketing in India? Value is also based on trust. Aside from my home, the biggest expense in my life is my car -- and I want someone I can trust to get the job done right -- not just the cheapest price.

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05/24/2011 6:32:33 PM
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