Top 25 Franchise Marketing Leaders: Michael DeTrana — Vice President of Marketing, Take 5 Oil Change

Name: Michael DeTrana
Role: Vice President of Marketing
Brand: Take 5 Oil Change (Driven Brands)
Brand Website: https://www.take5.com/

Michael DeTrana's journey to franchise marketing leadership is rooted in analytics, retail strategy and a deep respect for local market knowledge. As vice president of marketing at Take 5 Oil Change, a Driven Brands company with over 1,100 service centers, DeTrana oversees brand, field and revenue marketing efforts that bridge corporate strategy with franchisee success.

His approach to franchise marketing is rooted in partnership. “Franchisees know their markets better than we ever will at corporate,” DeTrana said. “With the right level of input from both sides, we execute truly great local marketing plans that connect to our overarching brand strategy.”

With over a decade of experience across consumer goods, retail and automotive services, DeTrana’s marketing playbook avoids short-termism. He warns against what he calls the “death spiral of promotions,” urging brands instead to focus on building long-term brand salience.

Q&A With Michael DeTrana, Vice President of Marketing, Take 5 Oil Change

1851 Franchise: What do you love most about franchise marketing?

Michael DeTrana: The biggest thing I love about franchise marketing is the partnership. We know that franchisees know their markets better than our corporate marketing team ever will and, with the right level of input from both sides, we execute truly great local marketing plans that connect to our overarching brand strategy.

1851: What’s the single most important thing franchise marketers can do to improve unit-level economics?

DeTrana: Don’t get into the death spiral of promotions. Promotions do have their place, and in an uncertain economic environment it is important to articulate value to drive volume, but it is a dangerous game that can severely impact franchisee profitability. Brands that stay focused on driving long-term brand salience will do better in the long term, and franchisees will remain more profitable.

1851: What do you see as franchise brands’ largest marketing opportunity today?

DeTrana: For us, it's ensuring we allow for freedom within a framework. We have such a great community of franchisees that know their markets so well and are eager to do their own local marketing. We don’t want to suppress that initiative from our community, but we do need to maintain our brand consistency. As with most things, it's about striking the right balance between allowing for creativity of execution while ensuring we protect the brand at all costs.

1851: What marketing trends are you watching closely for 2025?

DeTrana: It's impossible not to say AI as it is the ultimate buzzword for 2025, and I expect we’ll see more brands trying to use AI to develop creative. However, while I think AI can be immensely powerful in helping to version out creative assets across the marketing mix — the grunt work within any creative department — I don’t see an AI takeover of big brand spots any time soon despite the testing going on.

1851: What is one bold prediction you have for what’s next in marketing?

DeTrana: I predict a slight swing back towards traditional marketing channels. We live in a digital world and digital marketing has a huge place in the marketing mix, but reach continues to bifurcate. Sometimes the best way to reach as many people as possible is with traditional instruments. I think you’ll see more brands leverage traditional media to drive brand awareness farther into the future than previously thought.

Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.