When people call Chemdry they would expect to pay a higher price and this is how they have positioned there brand. Most Chemdry's are owner operators, I believe 1200, so they are more likely to meet the customer and up sell.
Chemdry franchisee HAVE to get top dollar as they need to manatory purchase about £150 chemicals a week whether they want them or not, add to that their own Chemdry truckmount £21k (van not included) they cannot afford low prices.
Problem with a lot of c/c's they've been to cheap for too long. I know a guy not far from Chester charging £60 for a three piece suite and moans saying he couldn't charge £150 as people won't pay it, no they won't if your known as cheap, and once your in that price bracket its very hard to move upwards.
Remember people buy from people, if they like you then the sell is easy, if your scruffy smelling of BO, unshaven with a dog breath, the sell is much harder and you may just get the job on price ie Cheap.