Detail Garage Owners Continue to Break Sales Records Using Local Marketing Events

Detail Garage, the retail car care franchise, has seen significant growth over the past year, with 20 stores up 30% or more in sales over the last year, as the automotive industry proved to be resilient against the COVID-19 pandemic. The continued success of Detail Garage franchisees can be attributed to the brand’s high-end product selection, expert customer service and, last but not least, community events. Community outreach is an integral part of the Detail Garage business model, with each store hosting multiple educational and marketing events every month.

This opportunity to get involved with the community is part of the reason why Fredericksburg-based franchisees Jeremy and Brandi Shelton joined the brand last year after more than 10 years of running their own landscaping business. Jeremy says they were already fans of Chemical Guys — Detail Garage’s parent manufacturing company — but loved the idea of opening a Detail Garage store of their own and creating a sanctuary for car enthusiasts in their area.

The Sheltons opened the Fredericksburg Detail Garage store in December of 2020 and over the past six months, they’ve seen remarkable success. In fact, the Sheltons are on track to surpass every sales record for new stores, with $523,575 in sales since January 1, 2021. When it comes to the secret to their success, Jeremy and Brandi say it has a lot to do with their local marketing events.

“We have an event at the end of every month, Taco Tuesdays and 4x4 Friday nights with a fried food truck,” she said. “We are not just focused on one type of customer; we want to host events that everybody can enjoy. These events have really helped us build a thriving customer base despite the challenges of the pandemic, and our community has been so supportive of us.”

The Detail Garage team provides franchisees with promotional marketing materials to help with this kind of local community outreach, event planning and more.

“Our local marketing events not only create stronger sales for our franchisees — the average student spend is three times higher after a class — but it also encourages community, fun and empowerment,” said Zani. “We’ve built such a cool culture where consumers are our family and as such, they are proud of how many products they have and show a deep passion for our brand.”

In addition to local events, Jeremy says the opportunity to offer polishing classes has also contributed to their impressive sales trajectory over the past year. Detail Garage franchisees can offer an entrepreneurial-minded vocational school for professional auto detailing and reconditioning. The courses provide attendees with innovative, comprehensive, hands-on and smart training programs for professional auto detailing.

Looking ahead, the Sheltons plan to continue expanding the community of like-minded car enthusiasts in their area. The duo recently signed a lease for a second location in Richmond and plan to open several other locations in years to come.

“We provide the support and resources to help our franchisees ingrain themselves in the community, but it is dedicated and passionate franchisees like the Sheltons who take it to the next level,” said Zani. “It is exciting to see our franchisees break sales records with the help of local marketing efforts, and we can’t wait to watch them scale their portfolio and grow alongside the brand.”

With 75-plus locations in operation, the Detail Garage team is looking to reach 100 open units this year, followed by 50 locations added to the system each subsequent year. The team has identified available markets primed for growth in the Sunbelt, including markets spread from California to Florida, as well as New York, New Jersey and the Midwest.

Franchise opportunities range from $150,975 – $260,450. For more information, visit: https://www.detailgarage.com/franchising.html