FULL DISCLOSURE: Weekly Conversations with WCFE Exhibitors

With new programs in place and a solid start to 2010, Driven Brands—parent company to six franchised automotive brands, including Meineke Car Care Centers, Maaco Collision Repair & Auto Painting and Econo Lube N’ Tune, Inc.—is the perfect example of how businesses can still drive sales and attract franchisees regardless of the economy. This week, we found out how Driven Brands has adapted to the changing times and why the West Coast Franchise Expo (WCFE) fits into its plan to stay on top via Dave Schaefers, senior vice president of franchise development.

What brings you to the WCFE again this year?

Trade shows are a great way to increase brand awareness and recruit potential investors—both of which will help grow our franchises throughout 2010 and upcoming years. We have had tremendous success on the West Coast—specifically in California—and are certain this year’s WCFE will yield lucrative results as it has in the past.

Have you been implementing any new initiatives to attract franchisees?

Driven Brands launched its Jump Start Program in June 2009. It offers shut-down dealerships faced with closing their doors or becoming used car dealers the opportunity to become franchisees of the company’s nationally recognized brands at highly discounted costs. Approximately 20 dealerships have already joined the Jump Start Program. In addition, I launched the Maaco and Meineke Advantage conversion programs, which are really starting to take off. We’ve had a great Fiscal 2010 in terms of license sales, openings and SSS at the various brand levels, and we have plans to continue that success in upcoming years.

What type of growth have you experienced specifically in the West Coast over the past few years?

We’ve signed 32 franchise agreements in California alone in the last two years. San Francisco resident Tony Ma, for example, re-opened his disenfranchised Chrysler dealership in Burlingame as a Meineke Car Care Center and Econo Lube in February. Because dealerships have service and operational systems already in place, there was no need for Ma to pay for costly systems, development and training.

What advice would you give to someone who is considering exhibiting at any of the franchise expos?

Attend the event organized and with a great deal of energy. Also, have specific goals in mind. Think about how many candidates you want to talk to and what your license sales expectations are. Also consider your networking goals. It’s not a bad idea to explore the trade show floor either. There are a number of great thinkers who have put together great material and ideas; you don’t always have to reinvent the wheel.

Visit Maaco Collision Repair at booth 612 and Meineke Car Care Center at booth 610 during the WCFE, Nov. 5-7, L.A. Convention Center. Click HERE for more information. To exhibit at the WCFE, contact Maryjane at exhibit@mvfexpo.com or call (201) 881-1666.