Any company with major expansion plans could opt for a franchising model, effectively renting their business to entrepreneurs for a specified period. There are major advantages to that approach, including retaining complete creative control over a brand while expanding its footprint. But one Canadian automotive service company, Fountain Tire, charted a different path—and in doing so, figured out how to stay locally relevant while working to build a national reputation.
“We believe partnerships are the best tool to satisfy customers, communities and stakeholders alike,” he says. “Our local 50% owners can tailor their experience to what their particular market needs. It’s a personalized, collaborative approach to getting the job done. In return, we can offer consistent pricing across our stores, expertise and coaching in various disciplines, and a corporate banking program for our partners.
It’s also about the little things—how you answer the phone, whether or not you serve coffee, and the freedom to offer occasional services gratis to loyal customers. “It’s freedom within a framework,” says Herle. “The stores look a certain way, for instance. But between a small farming community and downtown Edmonton, our managers have the flexibility to offer exactly what their customers need.”
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