68 Business View - May 2015
FRANCHISE
son, director and senior vice president of the TBC
Franchise Group.
Since 2010, the brand has reported a 108% increase
in the number of consumers who are aware of the
company’s total car care capabilities -- 50 percent to-
day compared to 24 percent in 2010. Rebranding with
the Golden Hand has played an integral role in driving
awareness.
“We’ve made a lot of progress, however, opportunity
still remains,” acknowledged Wilson. “The numbers
show that we’re moving people’s perception of the
brand in the right direction and now it’s up to us to
make sure that the needle continues to move in the
right direction - toward recognition that we’re in the
total car care business.”
And it’s not just recognition of services that’s impor-
tant to the team; they place the same amount of im-
portance on their focus on customer service with the
underlying mission to exceed customers’ expectations.
“Everybody uses ‘trust’ in their slogans, but I think
our years of service combined with our focus on the
customer shows our audience, instead of just telling
them, that we’ve worked really hard to build that trust
and it’s important to us to maintain it,” said Gould.
“We believe in promoting show and tell; educating the
consumer to what their car needs today, what’s going
to be right for tomorrow and what they should plan on
for the future has been a huge part of our success.”
Overall system-wide Midas revenue is now led by
brakes and followed by “other” services (maintenance
services, flushes, electrical, engine repair, lighting,
