How ServiceMaster Restore Is Rethinking Franchise Growth

On a recent episode of R&R’s "Ask the Expert" podcast, host Kayla McGowan interviewed Jeff Todd, chief franchise development officer of ServiceMaster Restore, on how the restoration industry is shifting toward a more localized, operator-led growth model.

While ServiceMaster Restore already has national coverage, Todd explained that the brand is now focused on growing its presence in individual markets rather than simply expanding into new ones.

“Restoration is inherently a personal business,” he said. “As we look at expansion, [the question is], how do we better position ourselves to be close to where our customers are? By working with operators who are proven and letting them go deeper into those markets.”

In an industry where customers are often dealing with emergencies like water or fire damage, response time and a familiar face can make a difference.

Todd also shared the operational advantages of the localized strategy. For customers, it means faster response times and easier access to nearby service providers. For franchisees, it improves efficiency by reducing travel time and allows them to complete more jobs in a day. It also has financial benefits.

“By adding the locations, there’s an opportunity to improve the margin profile of each individual location,” Todd said. “Now, it needs to be done smartly, using data to make decisions on where you place locations and where you don't place locations.”

That includes analyzing population size, commercial building density, search visibility and relationships with insurance adjusters. If certain areas within a market are underserved or underperforming, there’s opportunity to expand.