Midas Franchisee of the Year Expands with the Brand

Order Reprints

				Midas-Ankeny-opening-13

When Midas franchisee Alan Mahrt and his team recently opened a striking new, two-story Midas total car care facility in Ankeny, a fast-growing Des Moines, Iowa suburb, it was the latest move in a concerted drive to expand their Midas footprint in the Midwest and Plains states.

In addition to launching the eight-bay store with its next generation design, Mahrt’s six-state, Davenport, Iowa-headquartered organization added seven locations in 2016 and has embarked on an ambitious plan to repaint and renovate all of its stores as part of a $6 million investment in the business.  

“The Ankeny store is my baby,” said Mahrt, who in 2016 earned Midas’ prestigious Franchisee of the Year award. “It’s a $1.6 million investment; it comes with LED lighting and all of the latest and greatest equipment; we are very confident about this location, our expansion plans and the Midas brand in general.”    

Mahrt’s 42-store Midas franchise organization is building their business by being a part of the community where they do business. Case in point: his team is fully behind Midas Drive Out Hunger, a franchisee-driven effort to fight food insecurity across North America. In 2016, the group donated over $80,000 to local food banks, resulting in more than 400,000 meals for folks in need. In addition, their $300,000 annual local advertising spend puts the focus on Midas’ hunger-fighting activities. When Midas and its franchisees conducted a 25-stop, coast-to-coast food drive in 2015, their organization collected more than four tons of food — the most out of all 25 stops.

Drive Out Hunger is part of a multi-faceted renaissance at the 60-year Midas brand, which in 2012 joined the family of car care providers owned by Florida-based TBC Corporation, a tire industry giant.

“On the marketing side, we are seeing a lot of great things that are helping to position us as a total car care provider, including our TV advertising, our incredible website and our digital efforts in general,” commented Mahrt, a 28-year Midas veteran. “On the operations side, tires are a major opportunity. TBC is a tire expert, and with their direction and support, they’ve enabled us to offer our customers quality, brand-name tires at highly competitive prices. Going forward, this will result in more customers and new opportunities to work our magic on their cars and deliver the wow factor.”

Related Articles

Around the Industry: Jiffy Lube International Recognizes M.C., LLC as Franchisee of the Year

Around the Industry: Grease Monkey Selects Solid Start, Inc./True Brand as 2015 Vendor of the Year

SpeeDee Oil Change & Auto Service Recognizes Franchisees of the Year

You must login or register in order to post a comment.