Automotive May 2018 franchising usa 6#7 (1) 2

FranchisingFeature automotive

the evolving automotive Franchise market

m ay 2 0 1 8

adapting a solid business model

to fill holes in an industry

attracting fresh prospective franchisees and consumers through modernization

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what’s new!

Meineke Revs Up Dallas-Fort Worth With Seven Center Re-Openings Featuring Updated Looks

Life is a highway again for drivers in Dallas-Forth Worth, as Meineke welcomes the community to experience its services and updated aesthetic.

Owned by entrepreneurs Ben Leffell and Colin Farrell, the service bay doors are open for business once again to customers at seven area locations. Leffell and Farrell welcome the community and commuters back to experience firsthand Meineke’s pledge: “Taking Care of Your Car Shouldn’t Take Over Your Life.”

Leffell and Farrell have taken ownership of the following locations in the DallasForth Worth area: • Fort Worth, situated at 3012 Altamesa Blvd.

• Austin, situated at 2712 William Cannon Drive West “Our loyal customers in the Forth Worth and Austin area have always been committed to Meineke, and we hope to reaffirm that connection by building trust with our comprehensive line of services and outstanding team ,” said Farrell. “Our Meineke locations in and around DallasForth Worth will now be able to meet the car care needs of the community better than ever before.”

• Lewisville, situated at 1550 West Main St.

All seven locations will undergo various aesthetic updates such as updated storefront signage. Each will once again offer a comprehensive line of car care services, from routine oil changes to extensive car repair, and remain open during any future renovations.

• Pflugerville, situated at 2324 West Pecan St.

For more information on Meineke franchise opportunities, visit www. meineke.com/franchise-opportunities/ resales.

• Garland, situated at 5615 Broadway Blvd.

• Arlington, situated at 5980 Poly Webb Road

• Pantego, situated at 3201 West Pioneer Parkway

CARSTAR Opens More Than 30 New Locations Across North America In First Four Months Of 2018 CARSTAR, the continent’s largest Multi-Shop Operator (MSO) network of independently owned collision repair facilities, continued to expand its footprint in the U.S. and Canada with more than 30 new store openings already in 2018.

“We continue to see growth as independent store owners join the CARSTAR network to build their businesses,” said Michael Macaluso, President of CARSTAR. “These owners benefit from CARSTAR’s strong North American footprint, insurance relationships, purchasing volume, standard operating procedures and training programs. And, rather than selling out their businesses to a consolidator, they can retain the ownership for future generations and drive their profitability and performance at the same time.”

expert painting, towing assistance, vehicle pick-up and delivery, and a nationwide warranty. CARSTAR I-CAR Gold and OEM certified technicians are trained to work on all makes and models and participate in ongoing education programs on the latest vehicle technologies and materials.

CARSTAR facilities feature state-of-the-art repair equipment,

For more information visit www.carstar.com.

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Across North America, CARSTAR leads the collision repair industry in the highest quality repairs and excellent customer service. It works with all major insurance carriers in the U.S. and Canada.

New Paint and Collision Repair Shop has Rockledge’s Car Owners’ Concerns Solved with a Simple Saying: “Uh-oh! Better Get Maaco!”

New Location Puts Finishing Coat on Rockledge’s Aftermarket Services Maaco, the nation’s largest paint and collision repair franchise, is now open in Rockledge. Owned and operated locally, Frank Furino welcomes the community and commuters in need of quality paint and collision repair services to experience firsthand Maaco’s famed pledge, “Turning the car you drive back into the car you love.”

Situated at 3199 Suntree Blvd, the new location benefits from the brand’s loyal customer following and reputation as “America’s No. 1 auto paint and collision repair provider.”

The shop offers a broad spectrum of affordable and convenient paint, repair, fleet and industrial services. It is open Monday through Friday from 8 a.m. to 5

p.m., and Saturday from 9 a.m. to 12 p.m.

“Rockledge’s car owners deserve to be proud once again of the cars they drive,” said Furino. “Trust is everything and no other body shop has earned that type of respect with drivers more than Maaco. My team and I are ready to give the cars of Rockledge the double-take they deserve at the price and convenience consumers want.”

This location will be Furino’s fourth Maaco location. A local resident, Furino is growing his business in the Rockledge area alongside his family, who has lived in the area for 20 years.

For more information on Maaco in Rockledge, please visit www.maaco. com/locations/fl/rockledge-12547/.

PIRTEK Earns ISO 9001 Certification, Meets Standards for Quality Regulatory Compliance PIRTEK, the world’s leading fluid-transfer solutions company, has met the stringent standards for quality management set by the International Organization for Standardization (ISO).

The certification means PIRTEK has demonstrated the ability to provide its customers with quality products and services while meeting all regulatory requirements in accordance with the ISO 9001 standard.

The organization, which sets standards for companies in more than 160 countries, first published the ISO 9001 in 1987. The ISO released the latest version in 2015.

PIRTEK is the only franchise of its kind in the United States, providing hydraulic and industrial hose replacement sales and services. There are 75 PIRTEK franchises and a fleet of Mobile Service Vehicles throughout the United States. Globally, PIRTEK has more than 400 locations.

Based on a methodology of “plan-do-check-act,” the ISO 9001 standard is designed to help companies organize their processes, become more efficient and continually improve. It sets standards for management responsibilities, proper documentation, analysis,

resource management and even work environment. ISO 9001 also covers the process of product delivery, beginning with the design stage. The certification expires after a year.

The ISO 9001 certification comes amid PIRTEK USA’s transfer into a spacious new headquarters currently under construction.

The facility sits on 10 acres and provides more than 140,000 square feet of office and warehouse space – five times the size of the current headquarters. The project is scheduled for completion by midyear. www.pirtekusa.com

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what’s new!

Take 5 Oil Change Targets Tennessee: Announces Statewide Franchising Plans for the “Fastest Oil Change On The Planet”

A new “take” on car care is coming to Tennessee. Take 5 Oil Change (Take 5), admired among drivers for its unique stay-in-your-car oil change and customer-centric approach fostering education, announced today a statewide franchising initiative. The growth plan calls for more than 50 locations in the state, as a key expansion region for the brand.

Already developing company-owned locations in both Nashville and Memphis, where openings are slated for the middle of this year, Take 5 intends to build out the rest of Tennessee by partnering with local owners via franchising.

Expanding the brand’s footprint into all corners of Tennessee is the next big Take 5 growth initiative. Today, with 30 years of successes behind it, there are nearly 300 locations from Texas eastward to Virginia and north to Ohio.

“When we enter new markets in Tennessee, Take 5 becomes a game-changer…an instant force in the local car care scene,” said Ted Rippey, Vice President of Franchising for Take 5 Oil Change and an experienced automotive aftermarket franchise executive.

“The concept stands alone in our category because of the speed, quality and convenience of our oil change service. These distinctions come along with great broader market tailwinds and an incredibly talented team joining me in guiding the franchising program.”

For more information about Take 5 Oil Change, visit: www.take5oilchange.com

Valvoline Announces Opening of New Quick-Lube Center in Greater Dallas/Fort Worth Area

The service center is at 510 East Northwest Highway in Grapevine, Texas. No appointments are necessary.

centers let customers stay in their cars and watch VIOC’s certified technicians perform their service. Technicians complete a professional ASE®-certified training program that is ranked #2 globally by the Association for Talent Development’s 2017 BEST Award. In addition to full-service oil changes done in about 15 minutes, VIOC performs a wide range of preventive maintenance services, including transmission, radiator and air-conditioning services; safety parts replacement, including wiper blades and light bulbs; and tire rotation. Most locations also offer fuel system and battery services. VIOC services most vehicle makes and models, including luxury, diesel, and hybrid.

Valvoline Instant Oil Change service

To learn more, visit www.valvoline.com.

and automotive services – recently announced its franchisee, AWC Premium Automotive Services Ltd., has opened a new Valvoline Instant Oil ChangeSM (VIOC) service center in Grapevine, Texas.

New location marks company’s 24th service center in the greater Dallas/ Fort Worth area and expands network of more than 1,100 company-owned and franchised Valvoline Instant Oil Change stores.

Valvoline Inc. - a leading worldwide

supplier of premium branded lubricants

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A core element of Valvoline’s strategy is to accelerate the growth of its industryleading quick-lube model, which is all about delivering a quick, easy and trusted experience for every customer, every day.

AWC Premium Automotive Services Ltd. operates 14 of the 24 VIOC quick-lube locations in the metro Dallas/Fort Worth area.

The public and policymakers need to understand franchising.

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@OurFranchise is an industry-wide campaign created to spread the word about the value of franchising and share the stories of men and women just like you, who are leading the way as franchisors, franchisees, and franchise employees. The franchise business model has been proven time and time again to work, but it’s threatened when the public and politicians don’t understand how it operates to benefit local, independent franchise establishment owners and their communities. Putting a spotlight on real leaders succeeding with the franchise model is how we’ll ensure franchising is stronger than ever before.

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Help us keep the momentum going

Since our launch in June 2016, we’ve reached 1.7 million people through outreach efforts, including events in key cities and states, where we spoke directly with business owners, employees, policymakers, and the media. Additionally, we’ve reached people across America through our website and social media channels, digital advertisements, and the promotion of We the Franchisees on Politico – but there is much more work to do. As a franchisor, franchisee, or franchise vendor, you are a leader in your community – and we need your support, now more than ever.

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Visit AtOurFranchise.org Contact Erica Farage, Senior Director of Political Affairs and Grassroots Advocacy and Multi-Unit Franchisee Engagement International Franchise Association efarage@franchise.org (202) 662-0760

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Make sure you stay up to date with the campaign’s latest efforts through email updates and social media.

Visit our website to read and share the latest stories of franchisors and franchisees making an impact in their communities. Become a franchise advocate to help ensure Americans, now and in the future, have the opportunity to start franchise businesses. Take the lead today!

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automotive

FRANCHISING FEATURE It’s hard to picture a lifestyle without a car. It’s become a part of every American’s day; rush hour fills our mornings and evenings, carpooling is a well-known practice and families depend on cars to simply pick up the milk.

Though public transportation is a typical part of every big city, the average American drives 2.28 cars. It has become a necessary part of commute for most citizens.

That being said, maybe car dealerships and franchises are the best investment for those looking for a profitable and successful business plan. Of course, the car dealership took a heavy hit during the recession, but it bounced back easily and brands were never hindered by the slow economic growth of that time.

The automotive industry is one of the most profitable franchises to consider and it comes with a plethora of business models that peak different interests, profits, strengths and weaknesses.

There are many car enthusiasts out there who would love to be a part of the automotive industry on some level, while there are individuals who have a background in repair and who like to approach a different venue within

“Car ownership is lasting a lot longer than before.

People are investing in repairs rather than replacements.

Why buy a new car when you can just buy a new set of breaks?” their field. Either way, you do not need

background in sales or the auto industry

to pursue a franchise in the field, though a good grasp on business and cars would be beneficial.

Automotive Repair One area of operations in the vehicle

industry is automotive repair, which covers a lot of bases. Repair could simply focus on the upkeep and repair of vehicles, which is an ever growing business nowadays.

People used to consider cars a luxury, replacing them often because they truly loved the idea of a new car. Nowadays, a lot of consumers consider a car a means of transportation and that’s it. A vehicle’s worth is measured by it’s capacity and function, rather than a prized possession.

Now some people are investing in high end cars and luxury vehicles, but the majority of Americans are mainly focused on getting from A to B. That being said, car ownership is lasting a lot longer than before. People are investing in repairs rather than replacements. Why

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“One of the most thrilling and well-known franchise opportunities for investors would be the car dealership.

Not only is it extremely profitable, it comes with a wide variety of benefits.� buy a new car when you can just buy a new set of breaks?

An issue with car repair franchises is the competition. Local maintenance shops that have a great reputation may actually be more popular than a branded repair franchise. In the car maintenance industry, individuals are very dependent on who they trust, rather than branding.

Therefore, those interested in the industry should consider some serious ground work before investment. An environmental scan of the area should be well researched, with an understanding of the community and where consumers gravitate at the moment.

With cars advancing in technology, maintenance involves specific tools and training. Therefore, a lot of cars are dependent on their exact dealership for parts and maintenance. This consideration would be reliant on research as well. Can you find a franchise that specializes in all

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type of technological advancements? How many dealership repair shops are in your direct line of competition?

Meeting with a current franchise owner, as well as a local business, may be helpful to get information from the ground up.

Car Dealerships Along side China, America is considered one of the largest automobile markets worldwide in both productions, as well as sales. Close to 7 million cars were sold in the States in 2016 and global sales of passenger cars was around $78 million US according to a Statistic report. This country knows cars.

One of the most thrilling and well-known franchise opportunities for investors would be the car dealership. Not only is it extremely profitable, it comes with a wide variety of benefits. Most cars have a wellknown and impactful brand name. The

reputation is established and recognized, without any work necessary.

Marketing is usually provided, with top of the line commercials and advertising that is produced by head office. Costumers are being driven through the doors without any effort on the franchisor’s part whatsoever.

There is usually a well-established staff that help carry the business, creating a reliable work-life balance for the franchisor. Though set up will be long and take some investment, once the staff are put in place, they can run the franchise.

The franchisor has a clear set of rules and roles that allow the business to run smoothly.

That being said, a franchisee may have to step in and take over from time to time, but for the most part, a dealership allows for a very distant process.

Most franchises come with a repair shop, tire centre and service and products centre, which generates more profit but also takes more manpower and management to operate. The franchisor should provide the

“Along side China, America is considered one of the largest automobile markets worldwide in both productions, as well as sales. Close to 7 million cars were sold in the States in 2016.� established rental companies. Where can your franchise profit and how can it in thrive within your location? Simply picking up the phone and asking individual franchises if they would consider a location within your territory might be the quickest way to narrow down your choices.

skill-set and training to adhere to a larger facility. Research into which franchise

additions are available would be beneficial, as well as a look at the local competition.

If a branded dealership is within an area,

it is unlikely that you can establish another dealership of the same name nearby.

Rental and Leasing The Automotive industry also touches

in on car rentals, which is a well-known franchise opportunity. According to

Market Data, US car rental operations

generated a revenue of over 28 million in 2017.

A market that is easily manageable, there are quite a few reputable establishments that speak for themselves. On an individual basis, it would be wise to research profit margins and success rates of the industries that peak a franchisee’s interest. The start up of car rental industry may provide a hefty investment price tag, which again would be reason to research before investment.

A challenge would be location. Most territories already hold a significant amount of rental places and therefore a new establishment would be irrelevant.

Start by researching airports, tourists reports and locations of already

There are a lot of insurance issues and safety policies that can become a little sticky with car rentals, but franchises would have that under constant scrutiny and surveillance, allowing a franchisee to confidently enter the business safely.

The rental franchise would definitely allow for a great work life balance; once training is complete and the company is up and running, a franchisee can step back and allow the staff to follow procedure and policy for a successful outcome.

The automobile industry can take on some very different business ventures that can appeal to so many different interests. For those who thrive in a high paced business but are also looking for an opportunity to enjoy a work-life balance, most car franchises would be a great fit. For car buffs who would love to take their passion to the next level, the automotive franchise is a great investment to get their engines running.

ABOUT THE AUTHOR: After receiving an English Degree, followed by a Journalism

Diploma, Gina Gill became a freelance journalist in 2008. She has worked as a reporter and in

communications, focusing on social media. She currently works as a community information

officer with Epilepsy Society, while pursuing her writing career at the same time.

Look out for our next special feature:

SPORT & FITNESS FRANCHISING Franchising USA

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Expert Advice: Christopher Conner, President of Franchise Marketing Systems

The Evolving Autom Franchise Mark The automotive market for franchising has consistently been one of the strongest, best performing markets in all of franchising for over half of a century. Some of the franchise industry’s biggest and most prolific brands are based in the automotive market.

In today’s marketplace of convenience and mobility, the trend for a greater need to have services and products that support

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the automotive market seems to be only increasing. I’m probably not the only one who noticed that virtually every city has worse traffic than they did only a few years ago. It’s pretty simple math really, more and more people driving equates to a larger number of cars on the road and busier lives means that we need to have convenient and accessible services to keep our cars running.

The age old top franchise brands of the automotive market continue to perform in Midas, Jiffy Lube amongst others, but today there is an increasing trend towards mobility. Customers don’t just want a convenient location where they can take their vehicle, they want the service to come to them. This trend has become apparent in so many market segments and

in categories that just didn’t seem possible to “Make Mobile” in the past. One of the newest automotive franchise brands to hit the U.S. markets is No-H2O, a waterless car washing franchise that has over 40 franchises throughout Europe and Middle East and has just launched the franchise in the U.S. It is an incredible service in that car washes can be done onsite due to the waterless component of the service, no water equals the ability to wash a vehicle anywhere the customer wants and what separates No-H2O significantly from others is the technology platform.

Like Uber, No-H2O has developed a system where customers can schedule an appointment on their phone, be notified who is coming to deliver services and what time they will arrive to complete the job. Finelines Auto Painting is a mobile

“The days of a sweaty, dirty and smelly auto shop are long gone and now the typical automotive franchise is a professional, clean and wellpresented service brand.”

motive ket

painting service that delivers touch up painting services and onsite auto painting work to dealerships and customers in an efficient system. The dealers can justify outsourcing the work to Finelines and the mobile platform makes the service as convenient as possible for the client.

The second component to the evolution of the automotive franchise market is the integration of technology. The days of a sweaty, dirty and smelly auto shop are long gone and now the typical automotive franchise is a professional, clean and wellpresented service brand. As part of this transition, the integration of technology throughout all aspects of the business has been critical and successful automotive franchises have embraced systems in all parts of their business. Today’s automotive

franchise brands have incredible franchise marketing systems and lead generation platforms in place to drive traffic. Good automotive franchise systems need operational systems that manage jobs, staffing inventory control and all of the operational components inherent in managing a business in the category. Most of these systems and technology are cloudbased platforms and are integrating market leading technology to make the business work seamlessly and offer a duplicable franchise model.

Ultimately, here is what I like about the automotive space in franchising: First, we are driving a lot nowadays and there are just more cars on the road increasing the volume of potential customers.

All of these market factors make the automotive franchise segment an attractive one and when considering home based automotive, the category presents an incredible potential ROI. Overall, the automotive category is full of opportunity and new, innovative franchise brands; my thought would be to dig into the homebased and technology-driven franchises first to find today’s best franchise opportunities.

Christopher Conner is the President of Franchise Marketing Systems and has spent the last decade in the franchise industry working with several hundred different franchise systems in management, franchise sales and franchise development work. www.franchisemarketingsystems.com

Second, the speed of life is increasing and with less time, customers need convenience and speed in order to manage day-to-day responsibilities making the automotive category even more in demand.

Third, cars are just tough to work on with increasing technology incorporated into most vehicles and with the decreasing volume of tradesmen and women coming into the workforce, people have to go to a professional service provider to have their vehicle serviced.

Chris Conner

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Expert Advice: Mark Carr, President and CEO, Christian Brothers Automotive

Creating a Strong Brand Culture and Reliable Relationships with Franchisees and Customers “Building a strong bond with consumers and franchisees begins with a universally sound brand motto that represents core values.”

smaller communities in the industry, in each local market and eventually nationwide and on a global scale.

Mark Carr

An emerging brand may often see the ultimate franchising goal as becoming a nationally recognized powerhouse such as Starbucks, Dunkin’ Donuts or McDonalds as soon as possible.

Everyone knows these brand names and most can even easily pick out their logos.

But how do you get this type of status and admiration from consumers and businesses alike?

As big as they are now, all of these brands began by establishing lasting bonds with

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By devoting time and attention to these smaller relationships, brands can steadily build a worldwide consumer base and simultaneously drive franchise partner growth. Through hard work and dedication, the ability of growing brands to become well-known powerhouses can be broken down as the result of three key targets – creating the brand’s motto, building lifelong relationships and going beyond their respective industries to create a legacy.

Motto for the brand Building a strong bond with consumers and franchisees begins with a universally sound brand motto that represents core values; whether this is based on a personal belief or faith, the key is it encapsulates what everyone should expect from your company.

After you’ve established your brand motto, continue looking for ways to differentiate your brand in the eyes of the public. What is your checklist of why you started the

business? Was it to bring a beloved food item to the community, a customer service standard, a new way to make life a little easier for families, a safe place for people to work out? Whatever it is, be transparent on that I-can-fix-it motivation in your personal experiences to solve a common problem. This is a chance to challenge your business standard and differentiate your brand.

Creating relationships What matters most in a relationship is the little things that one wouldn’t necessarily expect. The focus is to be a giver. If you were in the situation of your consumer, what would be the game changer for you when seeking a specific service or product? Imagine you are a single mother heading to drop her two kids off at day care and go to work for the first time in three years and the car breaks down. The Christian Brothers’ approach is to safely provide a ride to get your kids to daycare and you to work.

It’s a “love your neighbor as yourself” mindset that most people believe in, but don’t always put into action. The little

“The little things are the most impactful aspect of a business that will make and form relationships with consumers and the community.” things are the most impactful aspect of a business that will make and form relationships with consumers and the community. People will walk away knowing that they were taken care of because you went out of your way to be a good person.

A universal truth is that the key to creating long-lasting relationships is claiming your responsibilities. Simply put, make basic customer service a top priority. Say I’m sorry, acknowledge your fault and take control of the situation by doing everything you can to redeem the bond with a consumer or peer. In some cases, because it’s such a rarity that companies claim their faults, all it takes is doing just that for a customer to better respect your brand.

Going beyond the industry People aspire to work and partner with others who create an impact on the larger community. Going beyond the industry, to better the community you serve is the key to creating a lasting relationship. Be a part of the community and immerse yourself in the culture; do more than simply own a business in a given local market.

Specifically for brands that offer a service-driven concept, there is a lot that a business can do to make an impact beyond the industry. For example, many of our team members at Christian Brothers are certified in identifying the signs of human trafficking. It all boils down to demonstrating the drive to improve the lives of others, both consumers and employees, while continuing to foster potential relationships.

Be a giver and leave your brand’s legacy on each community it serves. Create impressionable moments like driving that poor single mother to work when her car

breaks down – these are the moments

that people will remember in the long run and truly are a reflection of the brand.

Give your business a heart that others can relate to; this will ultimately be the best

way to gain trust and remain as a relevant member of the community, whether your brand is still emerging or well on its way to becoming a nationwide name.

Mark Carr founded Christian Brothers Automotive in 1982 dedicated to the mission “To glorify God, by loving your neighbor as yourself,” with strong core values of faith, honesty and trust. Mark has successfully expanded Christian Brothers to more than 180 locations in 26 states, delivering a variety of professional auto-care services including upkeep, maintenance, and repair.

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Expert Advice: Dennis Elliott, VP of Franchise Development, Maaco Auto Painting & Collision Repair

Adapting a Solid Business Model to Fill Holes in an Industry “Going above and beyond with ingenuity can only come to fruition when a brand is established enough to understand where it fits within the industry puzzle.” brand innovation is gaining a fresh perspective on the strengths your brand currently brings to your industry. The solid business model your brand represents must be adaptable while staying true to your original brand values and beliefs. No matter the industry, pushing for creativity and innovation allows the brand to stay alive in the minds of consumers and industry leaders.

Dennis Elliott

Each new brand in an industry is created to fill a void, but even after the larger hole is filled with a new business idea, the industry is constantly adapting to a world that creates more holes every day.

In order to close the gap on new businesses entering an already competitive industry, established brands can adapt their business model to cover these holes and simultaneously remain innovative in the eyes of consumers and the industry alike.

Often the key to creative and successful

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Know your strengths

Maaco has continued to expand its reach to new customer categories over the last 10 years, and now approximately a quarter of our system sales come from less traditional, non-consumer avenues. To help fuel the growth, we’ve even built out an internal sales team solely focused on driving traffic to franchisees’ stores from rental car companies, dealerships, airports, fleet management companies, and even popular ride-sharing platforms.

It can be easy to fall into a silo of sorts when you focus too strongly on the work you perform on a daily basis and fail to view your brand’s broader strategy. The crucial point to finding the holes in the industry is to turn to your customers and peers.

Invest in the right innovations

About 10 years ago, Maaco launched its “Maaco Paints Anything” campaign in which it took the team’s expertise in painting and implemented it in other avenues to better the community. For this specific example, the brand used its painting expertise to decorate trash cans for a multinational mass media and entertainment corporation and luggage carts for a leading international airline company. While this had nothing to do with the automotive aftermarket industry where the brand sits, it brought to light the importance of giving back to the community beyond your own limitations.

A huge initiative our marketing team is focused on is the customer. In this digital age, customers expect more transparency from a brand and in return they are being more transparent with their thoughts for a brand through online review sites.

It’s important for a brand to have a deep analysis to understand who the customers are, which will allow the brand to better focus on what customer segments the brand will target. A key part of this transformation involves understanding demographics,satisfaction drivers and media consumption habits of these target customer segments. Each market in the US

A brand’s presence on social media outlets, websites and new forms of communication like texting is an impactful way to keep a proven solid business model feeling – and appearing – refreshed and new for both customers and franchise prospects.

“No matter the industry, pushing for creativity and innovation allows the brand to stay alive in the minds of consumers and industry leaders.” has a different mix of customer segments, and similarly, each market should have different media and messaging strategies defined by makeup of the target customer.

For example, in a world that’s increasingly moving to digital, the budget is geared to digital advertising and less on TV or radio.

Go against the grain Going above and beyond with ingenuity can only come to fruition when a brand is established enough to understand where it fits within the industry puzzle. Once you understand these parameters, strategically going against the grain will help your brand impact the community on a local

level while building brand awareness on a national level.

To implement this kind of thinking, Maaco launched its “satellite” concept 2 years ago. Almost universally, the majority of the population views taking their car to the shop as a horrible chore. So instead of the customer bringing their car to the shop, the brand brought the shop to the consumer by having a booth at local automotive parts stores and community gatherings. This encouraged customers to become excited because they no longer had to take their car to shop – they could get a quick check and save time and money. For the brand, this kind of outreach strengthened the

relationships with the larger community by making the brand not just another business, but a team of people working to better the lifestyles of those they serve.

Dennis Elliott has held a number of corporate positions at Driven Brands, Inc., the largest family of automotive aftermarket franchise brands, for more than five years. His roles have included senior director for M&A and corporate strategy at Driven Brands. Currently, Elliott is the vice president of franchise development for marque brand Maaco Auto Painting & Collision Repair, which has more than 500 independently owned and operated franchises across the United States and Canada. In total, Maaco has restored the safety and appearance of more than 20 million vehicles over 45 years. www.maaco.com

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Expert Advice: Ed Pearson, VP of Sales and Development at Meineke Car Care Centers, Inc.

Attracting Fresh P Franchisees and C Through Moderniz

Finding success in the modernization of your brand begins with extensive research. This includes internal and external analysis of the brand, the larger industry at hand and existing technology.

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With that in mind, the road to modernization often begins with the same questions for any brand: How does your brand stand out among the rest? How can your brand influence the next generation of entrepreneurs and customers?

Once you’ve concluded the majority of the ongoing research, revolutionizing a brand can be broken down into two steps: identifying the best timeline and the best action plan for implementation.

A brand must be aware of when the most

appropriate moment for change will be.

Often at the beginning of a quarter or after a significant event is a natural way to transition into a complete transformation.

That will likely shape the implementation plan as well.

Recognizing the Time for Change A brand with a rich history most likely boasts a large fan following, but also has the potential to reach more customers

Prospective Consumers zation and potential franchise partners with a strategic modernization effort. As you look within your own brand and begin to skim the surface of research, keep an eye on how many new customers are coming in each month. As a growing franchise, how many potential franchisees are Baby Boomers compared with Gen X or millennials? Could your franchise system benefit from a refresh?

As you look at the people in your system, assess the state of your locations physically. How attractive and aesthetically pleasing are they to the consumer’s eye? How does existing technology play a role in your current model and can it be improved? What are your competitors up to – are they leading the charge with a more contemporary look?

Once you’ve recognized the signs that it’s time to upgrade your brand, it’s time to start planning for the future. Setting your brand up to be successful for another 40+ years requires transforming the brand’s physical locations and vision to better fit the customer’s established beliefs and images of the brand.

Customers’ views of the brand are key, as they are the drivers of the day-to-day business. To attract a new generation of franchise partners and consumers, look outside the business owner and see what this market is seeing. Updating your brand will only work if you know what your customers’ view of your brand is and go above and beyond, fixing what a younger generation may not find as appealing.

Ed Pearson

“Updating your brand will only work if you know what your customers’ view of your brand is and go above and beyond, fixing what a younger generation may not find as appealing.”

Being willing to go the next step and improve upon what they do like is a necessary step in pushing a brand forward.

Implementing the change Existing franchise partners, as long as there are systems and procedures in place to encourage compliance with innovations and provide support through upgraded processes, are your biggest assets in seeing that the modernization is a final success.

They are the individuals that have believed in the concept since the beginning and will continue to see the brand through its modernization.

As a result, a constant focus should always be on enhancing the existing franchise locations and guidelines as needed. In order to put this focus into action, there needs to be a well-orchestrated process for updating image standards and guidelines – a team of brand-dedicated individuals to assist and implement the changes on a large scale across all aspects of the business.

When the brand undergoes a change, the entire core of a company can benefit from the brand’s legacy moving into the future.

This legacy is what initially draws in new forward-thinking prospects to further

propel the brand forward. Since they know that there is a consistently positive historical representation and plenty of room to grow, it is possible for prospective entrepreneurs to envision themselves in the franchise system and want to be part of a brand transformation in the foreseeable time to come.

The crucial aspect of change is to be a forerunner of innovation, rather than waiting to follow the competition. Your eye should be on being proactive, instead of reactive, and a newer generation of franchisees and consumers will likely result from your investment in brand research, innovation in the industry and embracing technology.

Ed Pearson has been the vice president of sales and development at Meineke Car Care Centers, Inc., a division of Driven Brands, Inc., for more than two years. Prior to joining the Driven Brands corporate team at its conception in 2008, Pearson was a multi-unit franchisee of Econo Lube, a family brand of Driven Brands. Meineke currently has more than 900 centers that service approximately 3 million cars a year. www.meineke.com

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