P&G actually tested an owned (not franchised) dry cleaner in suburban Atlanta about 10 years ago called Juvian...very high-tech (each piece of cleaning was bar coded, you could pick up without human intervention). Off-premise work. It was near me in affluent suburbia (they ran lots of coupons) but they sold it to a local multi-unit operator. I still have a few shirts with the barcode attached...I think this is P&G packaging up the learnings and combining it with the Tide name and licensing the package to the franchisor. As I recall, they were quite enthusiastic about laundry and really pushed doing fluff and fold of things like polo shirts with some enzymatic treatment to keep colors bright (their cellulase invention, I'd guess).