SHOP PROFILE: Showing What a Pro Can Do

"We liked the concept of a Kwik Kar because it was not a franchise," Jan Welp explains. Providing turnkey operations for independent operators, Kwik Industries Inc. even provides building sites as part of its package. "We looked at what locations were available, and the only one we were interested in was this," says Jan of their close proximity to White Rock Lake, part of a picturesque community located northeast of downtown Dallas, TX.

To capitalize on the scenery, the Welps provide inviting wicker chairs for the front of the store. Their reception area is just as welcoming, with a playroom, handmade cushions for the chairs, fresh flowers and complimentary chocolates. Equally impressive is the shop itself in cleanliness and organization; in fact the Automotive Oil Change Association (AOCA) shot two training videos there, for which the Welps were awarded AOCA Members of the Year for 2004. They continue to have a close relationship with the AOCA, headquartered in Dallas, as well as being recognized and approved by AAA.

Expanding into mechanical repairs shortly after they opened the lube operation in 2002, the Welps say that this now accounts for 40 to 45 percent of their total revenue. Overseen by an L-1 ASE Master mechanic, there are two full-time ASE-certified technicians and two "floating" general service technicians. Managers are salaried; lube techs and mechanics are paid hourly, with the lube techs getting bonuses for additional services that they recommend and perform.

At the core of the Welp's business is their heartfelt commitment. "We are here six days a week," reports Jan. "We have formed relationships with our customers. It's just been a real community involvement that I think has also been a measure of success in our business. Mark is a gentleman and a businessman, and people recognize that, like the professionalism that is in our shop, and I think a part of [this professionalism] is a result of our corporate background.

"As we thought about how we wanted the business to be," Jan continues, "we wanted it to be a really special place, one that people could feel comfortable in and know that they're not going to get ripped off." A customer's reception is modeled on that of a good waiter at a fine restaurant; upbeat, pleasant and nonintrusive. Greeted as they pull into the lot, "if [the customer] gets only one smile that day, it will be from us," the Welps report.

"Everything is open book here," says Jan. "We're very upfront with how we price things. If we have a concern about a person's car, we bring them out, open the hood and show them precisely what we're looking at so they can have an understanding of what's needed and why. We are honest as the day is long; we go out of our way to treat everyone exceptionally fairly. That brings repeat customers."

A testament to this came posthumously from an elderly customer. Before he passed away, he gave his wife a note saying "if you have any car problems, go to Kwik Kar by the Lake; they will take care of you."