"A typical automotive shop out there today is not focusing on the whole customer experience. It's a transaction-based business. We're taking the time to educate our customers, making them feel comfortable and building relationships so they come in four or five times a year.
"A lot of people just go out there and they're shopping around, and they don't have a home," he continued. "We're trying to provide them that home, so when they come that's one less thing they need to worry about in life is the repairs done on their vehicle."
Mr. Baranowski said he anticipates the Honest-1 program will top out with around 70 franchise locations by year-end 2014, and the company's goal is to reach close to 200 locations within the next three years.
The Honest-1 Auto Care program offers potential franchisees a chance to own a "100-percent certified eco-friendly" business. The company developed its own in-house eco-friendly certification process, called the Environmentally Sustainable Actions (ESA) program, which set standards and practices in four primary categories: pollution prevention, recycling, resource conservation and offering and promoting the company's eco-friendly services.
Among Honest-1's environmentally conscious practices are:
- Offering oil changes using re-refined oil;
- Offering a 21-point Eco-TuneUp package, which includes platinum spark plugs and wires, synthetic oil, lifetime air and oil filters and nitrogen inflation for the vehicle's tires;
- The use of low-energy lighting and short-flush toilets; and
- Recycling batteries, filters and antifreeze.
New Honest-1 franchisees pay an upfront fee of $35,000 along with a 6-percent weekly royalty fee. The company estimates initial investment in a franchise to be between $170,000 and $399,000.
To reach this reporter: [email protected]; 330-865-6148.