INTERVIEW
Dina Dwyer-Owens – leading US businesswoman, star of Undercover Boss USA, former chair of the International Franchising Association, author and married mother of two – shares her experience leading an international franchising business in what is traditionally a man’s world
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ased in Waco, Texas, The Dwyer Group opened its doors in 1981 with only one brand and has grown to become the holding company of seven service- based franchise organisations.
Together, these brands provide a diverse array of speciality services through more than 1,600 franchises in 10 countries, with revenues in excess of $1billion. Trade brands include Rainbow International, Mr. Electric, Drain Doctor, and Aire Serv, which are all operating in the UK. Dina’s father Don Dwyer founded The Dwyer Group, but when he suddenly passed away in 1994, it was up to Dina to take on his responsibilities. Today, she is an inspirational leader, mentor and speaker who runs her home and business life by a proven code of values. Through her Women in Trades programme, Dina champions the role and progress of talented women working in her male-dominated sector.
You came up through the ranks of The Dwyer Group – tell us about your journey I grew up working in the business before it became a holding company for multiple franchised service brands. By the time I was 13, I was learning all about sales and customer service at a car wash that my father owned. From there, I went on to work in almost every aspect of our company. From cleaning carpets to franchise sales, I learned by doing. I also had the privilege of being raised by parents who expected the best from all of their children. My mother grounded me in my faith and my father instilled a strong work ethic to, as we like to say, ‘re-earn my position every day in every way’. I had to learn our company from the ground up and earn my positions. This has allowed me to see that every role in the company is integral to the success of the whole. As a result, I work hard each day to show respect and appreciation to every team member. I am
never as concerned with job titles as I am with assembling a great team. I may be the co-chair of The Dwyer Group, but I consider myself the head cheerleader of a great team above all else.
Why do you think The Dwyer Group of brands have been so successful? What is the secret to achieving global recognition? At the heart of our success and across our service brands is The Dwyer Group code of values – our roadmap in business and in life. We call it living RICH: following the themes of Respect, Integrity, Customer focus and Having fun in the process. That code continues to attract franchise owners, master licensees and service professionals across our network to deliver a superior experience to their end-user customer as well. By following our code of values and the franchise system, we have grown to more than 1,600 locations around the world, and the expansion continues.
“Learning our company from the ground up has allowed me to see that every role is integral to the success as a whole”
Why do you believe franchising is the way to grow your brands?
As the saying goes, franchising is being ‘in business for yourself, but not by yourself’. The Dwyer Group service brands are a shining example of strength in numbers, creating household names and proven business systems for the residential and commercial service trades that our service brands deliver to millions of customers around the world each year. With more than three decades of franchising experience, The Dwyer Group has made a difference in building brand names
with a proven business model, as opposed to the independent operator who lacks the same access to suppliers and consequently buying power, as well as marketing support, ongoing training, peer-to-peer collaboration and more. Franchising allows the franchise owner to be the boss and simultaneously not have to figure out how to run the business by themselves.
What are you looking for in franchisees? The Dwyer Group service brands look for franchisees that fit our corporate culture – our mission, vision and values. That doesn’t necessarily mean you have to be experienced in the service trades either. Our mission is ‘to teach our principles and systems of personal and business success so that all people we touch live happier, more successful lives’. Our vision is ‘to be a world-class company admired for excellence that customers, franchisees and associates experience with The Dwyer Group’. Those men and women looking to deliver a world-class experience to customers, looking to operate their own business, and seeking happiness and success in their lives are a wonderful fit as franchisees.
Does being a woman in franchising pose any particular challenges?
The unique challenges have not been so much about being a woman in franchising, but more about being a woman in the male-dominated service trade industries in which our franchise brands operate. I am happy to say it was a short-lived hurdle. I immediately embraced those challenges and approached business from the perspective as not only an executive for The Dwyer Group, but also as the target customer. I am the woman of the house that our service brands call on in the majority of more than 2 million service calls across our franchise networks each year. That perspective has proven invaluable. It made me a better leader, and it made our service brands mindful of customer focus – a key theme in our company code of values.
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