With both enjoying national brand recognition within their targeted segments, two aftermarket operations – one known for paint and body work and the other known for mechanical parts and services – are each gaining marketing momentum by leveraging the professionalism and expertise obtained through their respective lineups of extensive in-house training programs.
In an alliance geared toward setting up a win-win situation for everyone involved, Maaco is nationally rolling out a series of satellite sales and estimating stations, complete with high-tech digital merchandising boards, located inside selected Pep Boys stores.
“Millions of people visit Pep Boys annually; these satellite locations will add to the continued growth of Maaco and allow us reach a much broader customer base,” says Jose Costa, a divisional president at Driven Brands, Maaco’s parent firm. Costa says that “the partnership with Maaco and Pep Boys is a natural fit and we look forward to maximizing this relationship.”
“This unique opportunity could pave the way for a stronger Maaco system,” says Maaco President Jason Ryan. “The success of this program depends heavily on both companies working together to deliver a positive overall experience to our shared customers, and I’m confident that together we’ll continue to grow.”
“Easy access to Maaco’s services will be a great addition for our customers,” concurs Joe Cirelli, Pep Boys’ senior vice president of real estate and construction. “Maaco has a reputation for quality work, and Pep Boys customers now have a truly full-service automotive maintenance shop for all of their needs.”
When walking into a Pep Boys store, prospective Maaco clients initially encounter customer-centric Pep Boys employees who have studied under the chain’s slogan of “hire the best, then make them better” educational programs.
Pep Boys’ Learning Central array has courses covering Leadership Development, Targeted Development Plans, ASE Certifications, Advanced Technical Training and Professional and Personal Development.
Backed by its in-house training lineup, the chain has more than 800 stores in the U.S. Maaco has 450 franchised shops in the U.S. with the goal of 1,000 locations by 2020.
‘Every step of the way’
Franchisees are positioned to respond to the latest industry trends, which can be helpful amid an environment of heightened consolidation and tougher competition, the company said.
It was Maaco’s support team of executives, for example, that in 2014 launched a “Maaco Store” hub-and-spoke program that allows existing franchisees to open storefronts in high-traffic retail locations such as strip malls with the goal of driving more cars to their production centers located five to 10 miles away. The initiative was further enhanced by the Pep Boys affiliation that rolled out in early 2016.
Maaco has risen to the No. 1 spot in the automotive appearance services category in the Entrepreneur Magazine 37th Annual Franchise 500 Rankings, and the company continues to encourage additional would-be proprietors to join.
“‘Uh-Oh, Better Get Maaco’ is the iconic slogan Maaco has used for years to communicate our services with customers, but it’s proven to be a great selling point for potential franchisees, too,” says Rob Cambruzzi, Maaco’s vice president of franchise sales and development. “Now is the time to take advantage of the opportunity to own your part of the nation’s leading provider of automotive paint and collision repair services.”
Owners of enterprises already up and running are equally invited to apply. “Before I converted to a Maaco, I ran a successful independent body shop – the last five years were extremely tough,” recounts Bill Grimes, a franchisee in Monroeville, Pa. “I began a new journey in my life the day I signed my Maaco franchise agreement. Maaco made me feel welcomed, important and comfortable. Maaco wants you to succeed and is with you every step of the way. My helpless feeling is now gone and revenue is exploding.”
Accounting for a 45 percent-plus market share in the “cosmetic paint” segment and noting that previous experience in the automotive industry isn’t necessary, the company says it offers “unparalleled earning potential, comprehensive training programs, continuing operating and marketing support, unmatched buying power and direct connections to some of the world’s largest fleet clients.”
Three weeks of hands-on training is provided to new franchise owners at the corporate headquarters in Charlotte, N.C. Franchisees receive instruction on sales, management, production and customer service procedures.
Upon opening up shop, three weeks of on-the-job training is provided by a regional educational specialist. The company said its support team assists with hiring and training new employees. A local fleet director helps to develop local trade and fleet accounts, and six to 12 months of new development oversight and ongoing training and development is provided. Franchisees also have access to more than 2,000 hours of online training support.
The company said it spends millions of dollars advertising to drive retail customers to franchisees’ businesses. Promotion is accomplished via ads on broadcast and cable television, the internet, mobile devices and assorted social media platforms. Local marketing managers help tailor specific outreach efforts within local communities while providing support and education for new marketing tools.
Among the requirements are a net worth of $300,000, $140,000 or more in liquid assets and a credit score of 700 or higher. The company said it looks for franchisees “with sales aptitude, financial management skills, managerial experience and the ability to personally devote the time and effort necessary to build, manage and supervise a Maaco center.
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