It's easy to mistake the amenities at Big Two Toyota in Chandler, Ariz., for those at a high-end resort and spa.
Cafe 1250 serves triple-chocolate brownies, chef salads and roast beef sandwiches -- made fresh daily -- near where new Camrys and Tundras glisten under showroom lights. Not far away is a 700-square-foot pirate ship play area, arcade and video game room for children.
The dealership also owns and staffs a barbershop and nail and massage salons a short walk from its on-site service center. A 15-minute chair massage while customers' tires are rotated costs $15. A French manicure costs $20.
The showroom also includes a business center with telephones, free Wi-Fi and a shuttle to a nearby shopping center.
The amenities have been offered since Big Two opened in Chandler in 2007, and are meant to make customers feel more comfortable in a usually high-stress environment.
"We're not naive. We understand most people probably don't want to come to a car dealership," Brett Henkel, assistant general manager who has worked at Big Two for 18 years, told Automotive News. "Most people feel it's a pain and not something they enjoy doing. We thought we could make that a lot less painful for a lot of people.
"If you have to be there, at least you can enjoy that time and accomplish something."