In 2001, Priority Auto Group President Dennis Ellmer was looking to boost service orders on Wednesdays, the slowest day of the week at the first two stores he owned in Chesapeake, Va.
It was Ellmer's wife, Jan, who thought outside the male-dominated box and suggested that if women could get their cars serviced and their nails done at the same time, it could be a big draw.
And so, Women's Day Wednesdays was born in 2002. Any woman who took her car in for service could get a free manicure at an in-house manicure station. Any vehicle was eligible, not just those that Priority sold.
It was an instant hit.
"You look at the numbers and they're amazing," said Nick Mumejian, a general manager with Priority since 1997. His Chesapeake Toyota location had an immediate 30 percent jump in repair orders, and Wednesdays are now the busiest day of the week for service, Mumejian said.