The Auto Brake Service (ABS) network has begun the work of upgrading all its franchise stores to give them a marketing edge. The lift includes external paint and internal reception areas.

ABS national franchise manager Robb Higgs said “As we lift our marketing right across the board, we have to keep the way we look as good as the message consumers are getting. So this bolder and stronger presentation is all part of the way we keep getting noticed.”

The roll-out started in June with stores in Victoria and Queensland first to be upgraded and all outlets are to be completed within the coming months.

The work includes external paint, colours and message impact with the interior reception areas also receiving an upgrade in function as well as appearance.

Higgs told Franchising “the technical aspects of the business are quite robust. We are now bringing this to the attention of consumers in a relevant way.”

In addition to the appearance of the stores, change will come across the network from a new mindset from franchisees and upgraded workshop processes — how customers and cars are treated.

“ABS stores are becoming better noticed and nicer places to be in. This is a vital part of the way weÕre now attracting work from a broader section of the market, particularly with later model cars. It is the next stage of our business-building strategy and one which is already working great guns for the sites which have the new look.”

Franchisees who have had the upgrade say the new look is working for them, reported Higgs.

“Overall, our group reports that business is really buzzing as our marketing campaign continues to get results for both new and existing franchises. This is all part of our on-going expansion where we should be up to 50 stores by Christmas. A real success story,” he said.

In addition to the existing 45 stores there are two franchise outlets due to open in August in Victoria – Wodonga and Warnambool – with a Sydney outlet and a store for Western Australia in planning stages.