Midas brings franchisees together in Santander and sets priorities

Midas held its Annual Franchisee Convention at the Palacio de la Magdalena in Santander, northern Spain, bringing together around 200 franchisees and company partners from across Spain. Over two days, the network reviewed the financial year just ended and shared its priorities for the year ahead: improving the customer experience, supporting franchisees and strengthening talent within its workshops.

Two days to review results and share experience

The event combined a review of the year with opportunities for participants to share good practice and lessons learnt. According to head office, the gathering also helped establish the company’s challenges and priorities for the following year, bringing workshop operators and brand partners together in one place.

Vicente Pascual, managing director of Midas Spain, highlighted the role franchisees play in the business: ‘Every year, this convention is the ideal opportunity to recognise the efforts of a network that is the true driving force behind Midas.’ His address emphasised the day-to-day work of the workshops and their managers’ commitment to every motorist.

Bertrand Cormier, the new CEO of Midas International, also attended. Company partners took part too, with contributions that, according to the brand, helped foster the exchange of ideas and experience throughout the event.

Customers, franchisees and talent: Midas’s three priorities

The strategy presented by the company for the coming years centres on three priorities. The first is the customer, whom Midas places at the heart of its decisions. The brand’s stated ambition is to offer an increasingly personal, efficient and high-quality experience across all its centres.

The second priority is franchisee support. Midas identifies tools, training and assistance as key elements of this support, alongside a business model the company describes as profitable. These are the resources it intends to use to help those operating workshops under its brand grow their businesses.

The third is talent. The company set out its aim to attract, train and retain the professionals who deliver day-to-day service at its centres. Team management therefore sits alongside customer service and franchisee support among the network’s priorities.

These three priorities form part of the aim to continue serving motorists through sustainable, efficient solutions. Midas linked this approach to its comprehensive vehicle maintenance and mobility services, and to the role of an accessible, committed network.

Suppliers and practical lessons for day-to-day management

The convention included an opportunity to meet suppliers. Franchisees were able to discover new products first-hand and share information relevant to the daily running of their centres. This added a practical dimension to the sessions devoted to performance and strategy.

Another notable speaker was racing driver and Midas ambassador Cristina Gutiérrez. Drawing on real experiences from her career, Gutiérrez reflected on her progress and her early days in motorsport.

The company linked her reflections to three themes of the event: teamwork, growth and attention to detail. It also highlighted their relevance to leadership and business management, connecting her sporting experience with the collaborative spirit of the franchisee community.

Recognising the network’s work

As in previous years, the gathering included the presentation of the Midas Awards. These recognise the work, effort and dedication of franchisees and professionals across the network. This year’s categories included Franchisee of the Year, Rookie of the Year and Sales Leader.

The Santander event thus brought together planning, practical knowledge-sharing and professional recognition. For anyone considering joining a franchise, the practical takeaway is to examine how training, support and supplier relationships translate into the day-to-day running of the business, as well as understanding its growth objectives.