For many people, taking their car to the shop isn't exactly a pleasant experience.
They typically don't expect the chairs to be leather, or the beverages to be complimentary, or to be given a full explanation of all charges by a friendly and courteous technician.
It's that sentiment that Honest-1 Auto Care — which has 60 locations across the nation and 40 in development — hopes to change.
The honest-policy business model seems to be working for Dennis Eidson, the company's Atlanta regional developer and almost six-year owner of a location in Marietta. A second Georgia location — owned by Butch Carter, the only other franchisee in the state —opened November 2013, in Roswell.
"We pride ourselves on being family-friendly and female-friendly and honest in every way we can be," Eidson said. "So no high-pressure sales, no making stuff up."
Eidson plans to grow the brand in 2017 by overseeing the opening of four locations, in Johns Creek, Alpharetta, East Roswell and Canton or Woodstock.
Negotiations are underway on an existing repair shop in Johns Creek, which will likely be owned by Carter. Eidson plans to own a second location, and the others are planned as new Georgia franchises.
"We want stores in relatively higher-income areas ... in 'growth' parts of town," he said. "That's really where we're focusing our efforts and looking at right now."
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Before he became a repair shop owner, Eidson spent 25 years in corporate America. Carter was a sales executive in the pharmaceutical industry.
That kind of career path is typical for most Honest-1 franchisees, including an IBM employee interested in buying a store, Eidson said.
"It's folks that are business savvy and customer-focused that are the most successful auto repair shop owners," he said. "They don't need to be mechanics."
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