The family culture created by the Moran family began when Dennis and Cele Moran purchased Mr. Transmission in 1990 and entered the franchising world. Barbara Moran Goodrich, a co-founder, continued her family’s illustrious legacy when she was named president of the brand in 1999 when Dennis became ill. Moran-Goodrich purchased the company from her parents in 2010 and now serves as chairwoman and CEO of Moran Family of Brands. By Cindy Charette
The family culture created by the Moran family began when Dennis and Cele Moran purchased Mr. Transmission in 1990 and entered the franchising world. Barbara Moran Goodrich, a co-founder, continued her family’s illustrious legacy when she was named president of the brand in 1999 when Dennis became ill. Moran-Goodrich purchased the company from her parents in 2010 and now serves as chairwoman and CEO of Moran Family of Brands.
While Mr. Transmission/Milex has implemented innovative practices and achieved record-breaking sales numbers over the years, one thing has remained the same: the brand’s commitment to its core values.
“We have built on that family culture, and interestingly enough, we have a lot of franchisees that have family members involved in their operations, or that own their own franchise,” said Pete Baldine, president of Moran Family of Brands. “We have a lot of different stories of second-generation family members that have grown into the business and created a legacy.”
Ben Reist, franchise development representative, has witnessed how the brand’s culture has impacted franchisee growth. “Being family owned allows us to be very close to the franchisee in ways that can help them see a vision for their future. They seem to thrive more in this culture where we care about their profitability and getting a good ROI. People are looking for a lifestyle change along with the franchise investment, and we blend those nicely,” he said.
Thirty-three percent of franchisees have been owners for 20-plus years, and 16% have been owners for 30-plus years. Baldine believes the secret to franchisee loyalty lies in Moran Family of Brands’ commitment to creating an enjoyable yet profitable environment while understanding the franchisees needs. The company has developed an excellent exit strategy for franchisees that helps them transfer to the second generation or sell to an outside buyer and recognize the equity they have built in the franchise.
“The quality of our growth and the relationships with our franchisees are most important,” Baldine said. “Being a family oriented company, we may not grow as fast as the companies owned by private equity, but we grow in a quality manner that rewards our franchisees for their investment. We are personally engaged with our franchisees – we know them and their families very well. We’re a very close-knit and relationship-oriented franchise.”
Cindy Charette