Business View Magazine
3
fixture on Entrepreneur magazine’s annual Franchise
500 list, logging in at No. 35 for 2015 after inclusions
at Nos. 39, 61, 31 and 25 from 2011 to 2014. Entre-
preneur ranked it third among U.S. franchises operat-
ing worldwide, trailing only 7-Eleven (No. 1) and Pizza
Hut (No. 2) and being joined in the top five by Subway
(No. 4) and McDonald’s (No. 5).
Recently, the Midas team has taken brand recognition
into their own hands – quite literally that is. Ever since
the launch of the groundbreaking “Golden Hand” TV
commercials in October 2013, the Company has re-
ported 20 straight months of sales increases.
The campaign provides an opportunity to communi-
cate, directly to consumers, that today’s Midas offers
a full range of repairs and maintenance – what the
company calls total car care – and not just the brake
and exhaust services upon which the Company built
its reputation.
“We’re seeing a great return on our investment in tele-
vision and digital advertising and we’re excited to see
that consumers are responding to our call to action,”
said Mike Gould, who started as an auto tech in a Roy-
al Oak, Mich., Midas shop 35 years ago, rose through
the ranks, and is now the company’s executive vice
president and chief operating officer. “The Golden
Hand has provided us with the platform to communi-
cate that Midas offers a broad range of repairs and
maintenance – what we call total car care. It’s impera-
tive that we leverage the opportunity to speak directly
to the consumer and remind them that Midas is a one-
stop-shop for brakes, tires, oil, everything just like we
say in the commercial.”
“The initiative to rebrand Midas started in 2010 and
we have made significant progress,” said Brant Wil-
AT A GLANCE
WHO:
Midas
WHAT:
Franchised automotive repair business,
providing brake repair, car maintenance, exhaust
repair, tires, oil changes, steering and suspension
systems repair and wheel alignment at more than
2,000 locations in 13 countries.
WHERE:
Corporate headquarters in PalmBeach
Gardens, Fla.
WEBSITE
:
