The whole system is designed to take coupons, which will drastically cut the cost so if you do go to a lube place always download a rebate or coupon.
I worked for VOIC during their heyday here when they were open seven days a week up until 7 or 8PM M-F, but they've since retracted to bankers' hours and with the automotive centers at Walmart and dealerships offering quickie lube services for less or with a bit more of a service guarantee, the quickie lube market here is nowhere what it was circa 1995. I'm not positive, but it looks like I can get a virtually free oil change at the local Ford Quick Lane with the payoff for them is getting to go over the car for other things like brakes or radiator flushes, and getting me as a customer used to going to them on a regular basis. But can't be bothered as I use full syn and my car is literally the easiest car to work on I've ever had. It probably doesn't help that there was a major local chain here called Mr. Oil Change that initially used Quaker State, then shockingly to us, moved to Castrol products. The owner was a crank that scammed Castrol with fake books and they got wise and stopped supplying him, so he left the signage up and was using a local "Superior" oil supplier until his disgruntled employees blew him in and he was indicted for fraud...
Our basic oil change then was $19.99 (w/ coupon IIRC) which equates to about $39 today. We charged about $50 for full syn which is $97 today adjusting for inflation, pretty close to what Walmart charges I think. I was thinking of going to a VIOC a couple years ago during a particularly brutal winter and was shocked that they wanted like $73 for a MaxLife blend OC, plus other "fees" and taxes. Nope! The one good thing about VIOC is the free "top-offs" of any fluid including windshield washer fluid, especially if you had a burner, and we did a lot of those...
A Jiffy Lube finally opened in the area about 1-2 years ago but can't think of bothering with them. Having said that, I probably would be my most annoying quickie lube customer at this point, the guy who did it himself spring to fall, but would come in for a change during the long winters and was super anal about everything LOL....