How Two Brothers Applied Their Restaurant Experience to Build an 11-Store Tide Cleaners Operation

After selling the restaurants they owned together, Indianapolis-based brothers Jon and Mike Shuel began looking for another business they could build and scale. Years in the restaurant industry had taught them how to manage teams and keep a fast-paced operation running. They wanted an opportunity where that experience could translate into growth, and their search led them to Tide Cleaners in 2018.

Dry cleaning came with a learning curve, but the brothers weren’t starting from scratch as business owners. Their restaurant experience gave them a foundation for managing the day-to-day operation and building strong teams as they learned a new industry. That foundation was put to the test when COVID-19 disrupted the business. Jon described the period as incredibly challenging, but the brothers kept moving forward and came out of it with a stronger operation. Eight years after joining Tide Cleaners, they now operate 11 locations across Indianapolis and Kansas City.

Jon sat down with 1851 Franchise to discuss how he and his brother carried their restaurant experience into a new industry and what eight years of growing their Tide Cleaners business have taught them about franchise ownership. Here’s what he had to say:

1851 Franchise: Tell us your story in one sentence: 

Jon Shuel: My brother Mike and I became Tide franchisees in 2018, and we have since opened or acquired 11 stores across two markets that we are very proud of.

1851: What was happening in your life that made you realize it was time to make a change? 

Jon: Prior to becoming Tide franchisees in 2018, my brother and I owned a couple of restaurants together. Selling those businesses gave us the opportunity to look at other concepts, which led us to Tide. We grew up in an entrepreneurial family, so building something of our own is in our blood and something we really enjoy.

1851: Why did you choose this franchise over every other opportunity?

Jon: We chose Tide because we love the brand and saw an opportunity to differentiate ourselves in the industry. It allowed us to grow, scale and build a business that provides for our staff and our communities. The partnership between us as franchisees and Tide as a franchisor has been exceptional.

1851: What is it really like owning a Tide Cleaners franchise?

Jon: The franchise world is huge, and every brand is different — some are good, some are bad, and some are great. A lot of it comes down to the relationship between the franchisor and the franchisee and how well they support each other. Tide Cleaners has been, and continues to be, an excellent partner.

1851: How has owning this franchise changed your life?

Jon: It has been eight years since we joined the system, and a lot has changed. Navigating COVID-19 was incredibly challenging, but working through it allowed us to strengthen and grow. As an entrepreneur, every day is different and not every day is easy, but this business has allowed us to scale and provide for my family, my brother's family and our team.

1851: If your best friend had enough money to buy this franchise tomorrow, what would you tell them?

Jon: I'd tell them to do their research, figure out what kind of work environment fits their lifestyle and evaluate their long-term growth goals. I'd encourage them to speak directly with other franchisees for unbiased opinions and engage with the franchisor to understand where the brand is heading. It has been a great path for us, and it could be for them, too.

1851: What's the one thing you wish someone had told you before you bought this franchise?

Jon: Coming from the restaurant industry, we understood operations, front-of-house dynamics and staffing. A major mistake people make is assuming a franchise will run itself or that ownership will be easy. It is a lifestyle choice if you want to see it excel. You have to understand what the day-to-day operations demand and decide if you're willing to put in that level of work to grow the business.

ABOUT TIDE SERVICES

If it's got to be clean, it's got to be Tide for consumers in the home and outside the home. Tide Services, a subsidiary of Procter & Gamble, is the only out-of-home laundry brand that cleans and cares for all consumers' clothes through a national network of expert franchisees, powered by the most trusted brand in the history of fabric care. Together, our Tide Cleaners and Tide Laundromat experiences deliver a full suite of cleaning services with a combined 220+ stores and additional access points like delivery, lockers and campus laundry. For more information, visit tidecleaners.com, tidelaundromat.com or tidefranchise.com for franchising opportunities.