Midas Gets a Tune-Up
Midas is the leading brakes and muffler service provider with over 1500 franchise locations across North America. The chain underwent a new facility rebranding program, and partnered with Shikatani Lacroix to help communicate a more professional image.
Midas needed to evolve the consumer experience in order to help reinforce the organization’s new position of “Trusted Partner” in its facilities, while helping to grow its appeal amongst women. The organization was also expanding its service offering to include minor auto repairs, and wanted the new facility to communicate change to its new and existing customers.
SL identified that the current facilities were very recessive and did not provide strong clarity on the Midas service offering. New exterior facility and interior signing and décor programs were initiated to help reinforce the brand’s new position while highlighting the additional services available.
SL must have the “Midas touch!” Significant sales increases were identified in test markets, and the program was then scheduled for roll-out to Midas locations across North America.