How Griswold Has Grown and Evolved Over 40+ Years

Griswold, the non-medical home care franchise with over 170 units, has come a long way since Dr. Jean Griswold founded it at her dining room table in Erdenheim, Pennsylvania, in 1982. Jean started the company after a tragedy hit her church community when an older widow couldn't find the assistance she needed. Jean was deeply saddened by what she felt was an easily preventable tragedy and was driven to act. A true visionary, she established Griswold, which would become the world's oldest multinational, non-medical home care company. Today, the franchise has over 170 units across the United States and continues to grow. 

Here's the story of how the Griswold brand evolved.

Throwback: Humble Beginnings

Jean originally started Griswold under the name “Overnight Sitting Service,” offering around-the-clock care for older adults. She was a lecturer at a nearby college, giving her access to certified nursing assistants (CNAs) and students enrolled in nursing programs. She utilized this network to assemble her team, mobilizing her resources and leveraging personal connections to provide care for those confined to their homes. This service quickly became popular by word of mouth, and soon Jean expanded to offer personal care and homemaking services. To better represent its offerings, the company was renamed Special Care Services, later evolving to Griswold Special Care. 

Just two years after Jean founded the company, she opened her first office outside of her home in Philadelphia. This move marked the beginning of Griswold's expansion into new communities, where they could serve even more clients.

Towards the mid-’80s, Special Care began to receive recognition outside the Chestnut Hill area. The Philadelphia Inquirer ran a feature article on Special Care and Jean, and Your Health magazine discussed the role of Special Care in its article featuring home care services in the ‘80s. These articles showcased just how new and innovative the role of non-medical senior care was at the time and how Jean’s vision was already changing the industry forever. 

Becoming an Established Player in the Senior Care Industry

From the 1980s to the early 2000s, Griswold garnered significant attention. In 1988, CBS television presented Jean with the prestigious “Spirit of Philadelphia” award. At this point, the company had 13 home care offices in the tri-state area. A video that features Jean receiving the award from a local TV station highlights the company’s impact on the community and serves as a testament to Jean's dedication to helping those in need. 

In 1992, the company appeared on NBC's Today Show, highlighting its exceptional service and contributions to the community. This national exposure helped raise awareness of the company and further solidified its position as a trusted non-medical home care provider. As the company marked its 10-year anniversary, President George H. W. Bush even offered congratulations for “a job well done,” and Jean received the Giraffe Award for “sticking her neck out” to make the world a better place by creating a model home care business. 

In 1996, Griswold Special Care reached another important milestone by serving its 10,000th client. This achievement showcased the company's ability to meet the growing demand for home care services and the trust clients placed in the Griswold brand.

One year later, Griswold Special Care celebrated its 15th anniversary. First Lady Hillary Rodham Clinton, Pennsylvania Governor Tom Ridge, Tipper Gore, New Jersey Governor Christine Todd Whitman and Philadelphia Mayor Ed Rendell all commend Jean for her efforts.

All of these big media moments and milestones offer a glimpse of how the Griswold Special Care brand was beginning to not only garner an industry-leading reputation in the ‘90s, but was also becoming more confident in itself as a non-medical home care provider.

The Move into Franchising

Griswold Special Care began franchising in 2006, offering other entrepreneurs the exciting opportunity to share in its mission of providing excellent service at an affordable rate. Although the company was on the cusp of unprecedented growth, it made sure to stay true to its original commitment and mission, as can be seen by the Your New Life in Home Care video, a franchise development marketing video from the early 2000s that features several directors still active with the company today.

By its 25th anniversary, Griswold Special Care had 98 offices in 17 states. In honor of the anniversary, the Philadelphia Electric Company tower message board congratulated Griswold Special Care with a message visible across the entire city. 

Around this time, the Griswold family made the decision to bring in additional resources through private investors to help the company move forward in the years to come. While the Griswold family retained partial ownership of the company, Jean and the family were no longer active in the day-to-day business. But that doesn’t mean the brand was slowing down. 

In 2011, Griswold Special Care was renamed Griswold Home Care and The Griswold Cares Foundation (later named The Jean Griswold Foundation) was established to provide grants to charities for low-income elderly and adults with disabilities. These initiatives further exemplified the company's primary service to the community and celebrated its founder's lasting impact.

Franchise expansion continued across the country and, just a few years into franchising, Entrepreneur Magazine's Franchise 500 ranked Griswold Home Care at No. 342 (today the brand is ranked at No. 267).

In 2012, Griswold Home Care marked its 30-year milestone and transitioned ownership to private investors.The Griswold family divested their remaining shares at this point. The company extended its footprint by opening branches in locations such as New York, New Hampshire, Iowa, Indiana, and Oklahoma. That year, it earned the No. 161 spot on Entrepreneur Magazine's Franchise 500 list.

In 2017, the franchise sustained its growth momentum by inaugurating offices in states including Kansas, Kentucky, Missouri, Utah, and North Dakota. The company ascended to No. 141 in Entrepreneur Magazine's Franchise 500 rankings that year.

In January of that year, Dr. Jean C. Griswold sadly passed away, leaving an enduring legacy that affected the lives of countless individuals. In tribute to Jean, the company adopted the slogan "Delivered with heart," which also encapsulates its objective of enabling people to live where they are most comfortable. The Company Ethos was formally codified, emphasizing the attributes of Engagement, Experience, and Empathy. Overall, Griswold Home Care has demonstrated a steadfast dedication to its guiding principles, the communities it serves, and the people in its care.

Brand Evolution: A Commitment to Innovation in the Modern Era

In 2022, Griswold reached an impressive milestone by celebrating its 40th anniversary, reinforcing its legacy as the pioneering non-medical home care franchise. Around this time, Dr. Lori Griswold joined the brand’s board of directors, continuing the Griswold family lineage. 

During this landmark year, a 5.5-mile section of Pennsylvania's State Route 301 was dedicated in honor of the late founder and renamed the Dr. Jean Griswold Memorial Highway. Stretching from Norristown to Blue Bell, where Griswold's corporate headquarters are situated, the memorial highway serves as a lasting tribute.

Further enriching its mission, the Jean Griswold Foundation pivoted towards caregiver education and successfully raised over $140,000 in scholarships and educational resources, highlighting Griswold's enduring commitment to uplifting the caregiving profession and offering vital support to those devoted to in-home care.

But, in addition to looking back at the previous four decades, Griswold was also looking ahead. That year saw Griswold usher in a new era for the company by unveiling a major brand evolution, emphasizing innovation and technology while introducing a new tagline, "Live Assured." 

"Live Assured is the promise we make to clients, their loved ones, caregivers, employees and the communities where we live and work," said Griswold’s Vice President of Marketing, Shelley Kanther.

Griswold clients live assured that they have the care they need to live life to its fullest. Families live assured that their loved ones are being cared for so they can live a worry-free life. Caregivers live assured that they work with a company that cares about them and their well-being. Employees live assured that they work for a company with a solid foundation and bright future. The community lives assured that Griswold is there to support those members who need help, thereby making the community a happier, healthier place to live.

In addition to a new tagline, Griswold also evolved its visual brand. The brand dropped “Home Care” from its name and became simply “Griswold.” It also decided to remove the house and hearts design from its previous logo in exchange for a more modern and unique design that represents the importance of people and connections. These updates are designed to keep Griswold aligned with the current marketplace and to allow the company to unite all new revenue streams under one brand name as it prioritizes technology and innovation moving forward.

CEO Michael Slupecki emphasizes the importance of standing out among competitors: “We aspire to launch new products and services under the brand name in the future — whether it be technological innovations like remote monitoring or staffing services or opening facilities,” he said. “The sky’s the limit. The last thing we want is a brand that keeps us in a box, unable to scale and expand over time. Caregivers love working with Griswold, and we've always offered superior care to our clients, which will never change. But, in a sea of sameness, Griswold must stand out."

While the Griswold brand has evolved over the years, embracing innovation and adapting to the times, it has always maintained the same compassionate, client-focused approach that has defined its success over the years. From its humble beginnings to becoming a leading non-medical home care franchise, Griswold's 40-year journey is a testament to its commitment to serving older adults and disabled individuals with quality care.

Franchise opportunities range from $95,850 to $174,100 including a $49,500 franchise fee. For more information about franchising with Griswold, please visit https://www.griswoldhomecare.com/franchising/investment-info/.