When expanding to a new location, many auto repair shops face a delicate balancing act: how to grow without losing the local trust and customer loyalty that built the business in the first place. A strong reputation in one part of town doesn’t automatically follow them to another locale. How do successful shop owners bring that sense of community credibility with them when they open a new door or purchase a new location?
Ratchet+Wrench spoke with two seasoned multi-location shop owners–Travis Duchatschek of West Side Tire & Auto in Oshkosh, Wisconsin, and a second former owner in a large metro area who recently sold his shops; he shared his insights on condition, maintaining anonymity due to a non-disclosure agreement. Both operate three-location businesses and know what it takes to earn–and keep–trust in new territory.
Here are four things they say you must get right.
1. Put Community at the Center of Your Expansion Strategy
Both shop owners emphasized the importance of showing up locally, long before customers ever set foot in your new waiting room. Duchatschek, whose business began in 1984 and expanded in 1993 and 2000, makes it a priority to get involved in each neighborhood his shops serve.
“Join the chamber, sponsor a youth baseball team, support the firefighters–that’s how people start seeing you as ‘their’ local shop,” he says.
The second owner agrees and took a highly strategic approach when opening a location in a new suburb. He advertised in every church bulletin within a 15-mile radius, supported school fundraisers, and joined business networking groups, such as Rotary and BNI. “You want to be visible and support your community and customers, which fosters trust” he says. Those relationships can speak volumes for your brand before anyone even Googles your shop.
They also emphasize being present personally. That means dining at local restaurants, attending neighborhood events, and making time for conversations with fellow business neighbors. “Make new friends,” says Duchatschek. “Foster community.”
2. Consistency is King: Maintain Standards Across Locations
One major concern when opening a new shop is whether it will deliver the same quality of service as your flagship. To combat this, Duchatschek spends a half-day at each location weekly and is highly engaged with their marketing efforts. “You have to be connected to your management teams and make sure SOPs are being followed,” he says. “It’s the only way to ensure customers have the same experience no matter where they go.”
Training service advisors to be educational and transparent is a cornerstone of this strategy. “We want them to be able to explain every service recommendation in plain language,” he adds.
The second owner also made it clear that reputation was everything, and that meant training and marketing had to be aligned. His team launched a new loaner car program, trained all staff on the same customer-first philosophy, and even coordinated uniformity in the appearance and scent of the shops. “It’s so essential for customers to see it, hear it, and feel it – across every touchpoint,” he says.
3. Use Smart Marketing to Mirror the Community
Direct mail isn’t dead–it just has to be smart. Owners can use targeted mailers when expanding. The former owner recommends hitting the same household two to three times to build familiarity. “Blanket your area,” he advises. “Use the tools available to match the clientele you want.”
When he launched his third location, he ran direct mail campaigns to past clients, introduced new programs such as loaner vehicles, and ensured that messaging was localized. He even used visible message boards and ensured their ads ran in newsletters of nearby churches and schools. They wanted neighbors to know they were vested in their community and wanted to introduce themselves.
4. Don’t Let Go of the Human Element–Ever
The final key to making local trust follow you? Staying human. Duchatschek takes time to respond personally to every Google review, good or bad. “When someone complains, it’s usually someone I’ve seen in the shop,” says Duchatschek. “So I can say, ‘Hey, I remember you. Let’s talk about what happened.’ That shows you care.”
If taking over an existing business, Duchatschek suggests being introduced by the previous owner. “We haven’t changed the name. That way, we can greet customers with, ‘Welcome back. We’re honored you trusted the shop before, and we’re committed to earning your trust again.’”
That small gesture can mean everything to a loyal customer walking through unfamiliar doors.
“Your name and reputation are always on the line,” adds the second owner. “Walk in your customers’ shoes. Understand their rhythms–back-to-school, holidays, seasonal maintenance. Be ready to meet them where they are.”
Expanding doesn’t mean outgrowing your roots. As these two owners demonstrate, you can expand your geographic reach without compromising the personal touch that made your first location successful. By staying involved, staying consistent, and staying human, your reputation doesn’t just follow you–it can pave the way forward.
