February 15, 2012 // Franchising.com // SCOTTSDALE, Ariz. – Honest-1 Auto Care, the only national full-service auto repair and maintenance franchise that is 100 percent ESA® Certified Eco-Friendly, was recognized with Franchise Business Review’s 2012 Franchise Satisfaction Award, a list that recognizes the highest overall franchisee satisfaction according to an annual survey. It is the brand’s first appearance on the list.
“Honest-1 Auto Care requested its franchisees to assess the company through Franchise Business Review so we can have an up-to-speed pulse reading on the quality of support we are giving to our franchise owners,” said Jack Keilt, President and CEO of Honest-1 Auto Care. “With the feedback we received from our franchisees, we plan to implement new business practices to raise our franchisees’ satisfaction levels. We are fully dedicated to building a strong, successful franchise system.”
The Franchise Business Review (FBR) is based on a survey of more than 22,000 franchisees representing more than 300 franchise companies. FBR annually recognizes franchisors with the highest overall franchisee satisfaction based on its survey of franchisees. The survey includes 33 benchmark questions, relating to the franchisee’s experience and satisfaction as well as market area, business lifestyle, and other demographic characteristics.
“We’re seeing more of a focus from franchisors on unit profitability. This has been a big focus for operators in the past several years, but now it seems franchisors are actually responding. Franchisees are rating support from franchisors better than they were a few years ago,” Franchise Business Review President Michelle Rowan said. “Everybody’s more optimistic going into 2012.”
With its clean and upscale waiting areas, Internet cafes allowing customers to work while their cars are serviced, children’s play areas so parents can relax, comfortable chairs and couches, HDTV and complimentary custom coffee stations, Honest-1 Auto Care has become a preferred auto service provider for the areas it serves, particularly among women who are used to the ‘dirty image’ of auto shops and questionable practices. Women, who are 66% of Honest-1 Auto Care’s customers, are more hesitant about the car service experience because of the dishonesty associated with the industry; so, Honest-1 Auto Care made a conscious effort with design and customer service to appeal to women.
“Honest-1 Auto Care is committed to honesty and integrity – the company never tries to sell a product or service that the customer doesn’t need. Each Honest-1 staff member and technician is thoroughly trained to meet company-set standards, which are designed to make the maintenance process less intimidating for non-auto enthusiasts while providing upfront, honest service,” Keilt added. “Honest-1 focuses on making sure customers are informed and comfortable, and that making trips to our locations is an enjoyable experience for them.”
While offering exceptional service programs for customers to choose from, Honest-1 Auto Care also offers specialized, eco-auto care programs for those who want to play a greater part in helping the environment. An example is the ECO TuneUp® with Eco-360® fuel treatment. Through a partnership with Green Earth Technologies, Honest-1 also sells G-OIL Ultimate Biodegradable motor oil made completely of renewable animal fats.
“We have taken extraordinary steps to protect the environment by helping our customers maintain the most efficient and safe vehicles possible,” Keilt said. “We’re a relatively small company, but we believe we can make a big difference in reducing harmful auto emissions.”
For more information regarding Honest-1 Auto Care, please visit www.honest-1.com.
Honest-1 Auto Care® is the only national full-service auto care company that is 100% ESA® Certified Eco-Friendly. Honest-1® leads the industry in numerous eco-friendly initiatives including strict recycling of automotive materials, pollution prevention, resource conservation and offering Eco-Friendly Auto Care® services such as the ECO TuneUp® and ECO Oil Change. In addition to its high environmental standards, Honest-1® has a very unique customer centric approach to the auto care industry providing centers which are family-friendly, characterized by clean and upscale waiting areas, Internet cafes, children's play areas, comfortable leather chairs and couches, big screen TVs and complimentary beverage stations. With 25 locations operating, Honest-1® plans to open 13 more locations nationwide in the next year. Honest-1® was ranked 338 in Entrepreneur magazine’s 2011 “Franchise 500.” Additionally, Honest-1® ranked as one of the top companies in the Lube and Oil News 2011 “Top Oil Change-Plus Chains.” To further show its commitment to the environment, Honest-1 Auto Care has partnered with American Forests, the leading nonprofit organization that plants trees for environmental restoration. Honest-1 Auto Care locations nationwide funded the planting of 100,000 new trees through the charitable donation of revenues collected from repair orders, at no additional cost to customers. For more information, visit www.honest-1.com
Franchise Business Review is a national franchise market research firm that performs independent surveys of franchisee satisfaction and franchise buyer experiences. The firm’s services include commissioned franchise research projects, as well as industry-wide studies of franchisee satisfaction. Franchise Business Review is headquartered in Portsmouth, NH, and can be reached at (603) 433-2270.
Visit www.FBR50.com or www.FranchiseBusinessReview.com for more information.