By Peter Saunders
In 2007, Practicar was acquired as a wholly owned subsidiary of Franchise Services of North America (FSNA). This corporate umbrella also encompassed the U-Save Car & Truck Rental, Xpress Rent A Car, Peakstone Financial Services, Auto Rental Resource Center (ARRC) and U-Save Car Sales brands, along with Rent-A-Wreck of Canada.
“After the takeover in 2007, we re-evaluated our system and consulted with our franchise advisory council (FAC) in 2008,” says Patrick Dyer, the company’s director of marketing, development and operations. “I had provided consulting on sales, development and franchising in earlier years, but this was a new challenge, with multiple purposes.”
Perhaps ironically, the ‘new’ branding ended up reflecting the company’s roots. The Practicar name, used in a corporate sense since 1976, would finally become familiar to the public.
“Older customers know and continue to rent from our older brand,” says Dyer, “while many other locations are using the same rental model but under the Practicar name. Rent-A-Wreck’s not going away.”
The local advantage
The rebranding was also an opportunity to consider how Practicar differed from other care rental brands in a crowded market.
“While business travellers are an important segment of our customer base, we’re not in airports,” Dyer explains. “We’re more like a series of independently owned neighbourhood stores.”
That independence has helped fuel Practicar’s competitive advantages in the market, as each franchisee can respond to the local community’s service needs.
“As the franchisor, we offer different packages, not just our car rental and sales program,” Dyer says. “We provide national marketing, promotions and web-based services, but there are often significant differences on a regional and provincial basis. One of the biggest factors, for example, is insurance in different provinces. Those programs affect the nature of the services we can offer, in terms of insurance-supported replacement car rentals.”
No end in sight
Dyer studied law and economics for his undergraduate degree at Carleton University in Ottawa, then crossed the border to earn his MBA in Illinois at the University of Chicago. His subsequent career involved consulting related to development, sales and franchising.
Today, in his current role, he is based at the company’s head office in Calgary, a city he has called home since the mid-1990s. Alberta has become one of the company’s major markets and is still growing, along with British Columbia and Ontario, especially the Greater Toronto Area (GTA).
“Over the past two-and-a-half years, we’ve added 25 franchisees,” says Dyer. “It’s been the beginning of a frantic pace and I’m expecting the same rate of growth in 2012 as last year. While we have many locations across the country, there are large pockets of Canada we’re missing entirely, including Manitoba and Saskatchewan. I see no end in sight.”
Read the full article: Meet the Franchisor