Five years ago, Salim Chhotoo wasn't part of the Grease Monkey family, nor was he involved in the automotive service industry in any way. He likely saw as many planes as cars, even if he didn't leave the ground. At the time, Chhotoo had spent the previous dozen years managing high-end retailers at the Hartsfield-Jackson Atlanta International Airport, having previously held a similar position at Chicago's O'Hare International Airport.
Fast forward half a decade, and he is now a Grease Monkey franchisee with three locations in the Atlanta metro area, with a total of 20 employees. Current plans are for further expansion, but only once the business is running as smoothly as possible. Already, Chhotoo credits his success to the brand's proven model, the close collaboration with his support team, and a determination to live the American dream.
Having taken his career in retail as far as it could go, he was seeking the next step.
"I had heard from a friend that there were opportunities in the service sector, and I looked at different franchise models," Chhotoo tells National Oil and Lube News. "I wasn't actually looking for anything in the automotive world, but Grease Monkey stood out to me as a company that was focused on customer service. I also understood that the sector continues to have trust concerns from customers, but I thought this was a good opportunity for me."
After talking to the leadership team at Grease Monkey, Chhotoo was sold. Having previously worked in production in his native Pakistan, he understood the challenges of starting at the bottom and climbing the corporate ladder.
"I had to learn my own way," he explains. "With this new opportunity that also included hiring and marketing, but I was able to lean on Grease Monkey, which provided an excellent support network. They were a great partner and taught me about the industry."
One Becomes Two, and Then Three
Out of the gate, Chhotoo set an ambitious goal to run two franchises in 2023, with the second one opening at the end of December. He then spent all of 2024 focusing on the processes to ensure the businesses would succeed. Along the way, he also remained committed to the time-proven “TRI Star” formula of "trust, respect, and integrity," which he said is the "shining armor" worn by his team members.
Chhotoo has since seen his third location open in August 2025, and each shop has earned high ratings for customer satisfaction on Google. Chhotoo is proud of his stores’ high marks and hopes to maintain that level of customer satisfaction.
"You have to have a lot of resilience in this business," Chhotoo acknowledges. "The market keeps changing, there is employee turnover, and competition from other shops. That requires innovation to remain successful. But the end goal is always to offer first-class service to the customer."
He adds that he wouldn't have opened that third location if there wasn't the potential. Maintaining customer trust has been critical to his success.
"We have to show the customer that we're the doctors for their cars, rather than trying to sell them anything," Chhotoo says. "This is what Grease Monkey has instilled in me. People trust the brand because they know they are getting advice from the experts."
Guided by Past Experiences
Beyond the support from Grease Monkey, Chhotoo also draws on what he learned during his time in the manufacturing and retail sectors.
"There are no shortcuts, and anyone who tries to take them is bound to fail," Chhotoo warns.
His experience at two hectic airports, where customers are often rushed and just as often frustrated, instilled a sense of compassion that is frequently needed in the automotive service industry.
"No one wants to spend $600 or $800 to fix their car, and many people aren't ready for it," he adds. "We need to explain why it is necessary, what can be done now, what can be put off, and even talk to the customer about payment plans."
His retail experience also highlighted that just as some customers can be rushed, others literally may have time to kill. Understanding both kinds of customers is essential to success in the service industry.
"At Grease Monkey, we understand it is possible to cater to both," says Chhotoo. "We have the option to drive in, you stay in your car, and you're on your way. Then we have those customers who want to undergo a full checkup. For them, it is necessary to provide a place to sit with coffee and a TV. Our managers are trained to cater to both."
One thing he learned from his years in past industries is never to overpromise and underdeliver.
"That is something that sold me on Grease Monkey, as it is about 'done fast, done right,' which is more important than just doing it fast," Chhotoo continues.
Still Part of a Team
Even as he was opening the first location, Chhotoo said he quickly understood that having a good team was the road to success. In addition to hiring qualified staff, he also strives to be an integral part of the community, partnering with the chamber of commerce, local charities, and even sponsoring youth sports teams. Those efforts have helped build trust and loyalty.
"You are only as strong as the team," says Chhotoo. "Hire on attitude and train on skills, rather than the other way around."
That has already resulted in a formula that has shown success. With further expansion in mind, for Chhottoo, all eyes are on the future.
“I also want to build something that I can leave behind, both for my family and for those people who are working for me,” he says.
About the Author
Peter Suciu
Peter Suciu is Michigan-based writer and NOLN freelance contributor who has contributed to more than four dozen magazines, newspapers and websites. He lives in the land of cars not far from one of Henry Ford's estates.