Strickland Brothers

The decision to invest in a franchise represents a pivotal financial commitment, demanding rigorous due diligence to navigate the complexities of market trends, operational demands, and potential returns. In the rapidly evolving automotive service sector, where consumer expectations for speed and efficiency are paramount, the Strickland Brothers franchise has emerged as a significant player, carving out a distinct market position with its innovative drive-thru 10-minute oil change model. This comprehensive analysis from PeerSense provides an independent, data-driven perspective for prospective investors. The brand’s journey began with a remarkable entrepreneurial spirit; Justin Strickland, the Founder and Chief Executive Officer, started his automotive career as a minimum-wage hood technician. After facing numerous rejections from investors and banks in late 2012, his grandfather provided the crucial $35,000 seed capital by mortgaging the family home, enabling Justin to launch his first quick lube business, "Taterbugs Drive Thru Oil Change," in Greensboro, NC, in October 2012, named after his son, Tate. This foundational experience directly led to the official launch of the Strickland Brothers business in December 2016 in Thomasville, NC, a name honoring his two sons, Tate and Beckett. From these humble beginnings, headquartered in Winston-Salem, North Carolina, Strickland Brothers has scaled dramatically, operating or franchising nearly 300 locations across 27 states in the United States as of January 2026, a substantial increase from approximately 200 locations in October 2023 and 226 units (comprising 68 open franchise units and over 150 company-owned units) in 2024. This rapid expansion positions Strickland Brothers as a dominant and growing force within the U.S. automotive aftermarket industry, a sector valued at $418.95 billion in 2023. The brand’s emphasis on superior customer service and efficient operations, specifically its signature 10-minute drive-thru model, directly addresses the modern consumer's demand for convenience and speed, making the Strickland Brothers franchise opportunity particularly relevant for investors seeking a robust entry into a recession-resistant essential service market.

The broader industry landscape for automotive services presents a compelling environment for franchise investment, underpinned by robust market growth and favorable consumer trends. The U.S. automotive aftermarket industry, which encompasses services like those offered by Strickland Brothers, was valued at an impressive $418.95 billion in 2023 and is projected to expand significantly to $642.02 billion by 2031, demonstrating a Compound Annual Growth Rate (CAGR) of 4.8% over this period. Within this expansive market, the U.S. oil change service segment alone was estimated at $8.11 billion in 2024 and is expected to grow to approximately $14.8 billion by 2034, with a CAGR of 6.1% from 2025 to 2034, while the global oil change service market is projected to reach $26.8 billion by 2030. Quick lube facilities, like Strickland Brothers, are critical players, accounting for approximately 30% of all oil changes performed in the United States, within a global ecosystem of over 294,000 oil change service shops, of which 34% are quick lube centers. Key consumer trends driving this demand include an increasing preference for quick and convenient services, a need perfectly met by the Strickland Brothers' 10-minute drive-thru model. Furthermore, Americans are holding onto their vehicles longer, increasing the necessity for regular maintenance, particularly for older vehicles, and post-pandemic vehicle usage for work, errands, and leisure travel has surged. The industry also benefits from the shift towards synthetic and long-life engine oils, with synthetic oil usage now accounting for 56% of all oil changes and over 65% in quick lubes, indicating a premium service segment. While electric vehicle (EV) sales reached 7.6% in 2023, internal combustion engine (ICE) vehicles are projected to constitute 80% of the car park through 2030, ensuring sustained demand for traditional oil changes, with 19% of shops already offering additional EV maintenance. Service diversification is also a strong trend, with over 46% of shops now offering tire rotation, wiper replacement, and battery checks, creating significant upsell opportunities within the Strickland Brothers franchise model. These secular tailwinds, combined with the industry's historical recession resistance and a growing consumer reliance on professional maintenance—with 61% of drivers opting for professional oil changes and 87% of these services occurring at branded chains—make this category highly attractive for franchise investment.

The investment profile for a Strickland Brothers franchise is designed to accommodate various development options, reflecting the brand's expansive growth strategy. For a single unit, the initial franchise fee is $54,900, with reduced fees for multi-unit commitments: $89,900 for two units, $114,900 for three units, and $139,900 for four units, demonstrating an incentive for scalable development. A veteran discount of $5,000 off the initial franchise fee further supports military personnel transitioning into entrepreneurship. The total investment range varies significantly based on the development option chosen; a Full Development Option is estimated between $247,900 and $391,900, though other sources indicate ranges from $270,400 to $486,900 or $307,900 to $476,900. For franchisees pursuing a Ground Lease Option, the total investment can range from $756,900 to $1,933,400, leading to an overall average investment range of $218,000 to $1,933,000. This comprehensive range includes critical costs for construction, equipment, initial inventory, and initial operating expenses, with variations dependent on facility type, specific location, and whether the franchisee opts to lease or purchase the property. Financial requirements for prospective franchisees include a required net worth of $7,500,000 for the full development option, with another source suggesting $750,000, and required liquid capital of $500,000 per unit for the full development option, with another source indicating $350,000. These requirements position the Strickland Brothers franchise as a mid-tier to premium investment, particularly for the ground lease model, appealing to well-capitalized multi-unit operators, especially given that some opportunities require a 5-unit minimum. Ongoing fees include a royalty rate of 6% of gross sales/revenue, accompanied by contributions to a brand fund of 2% of gross sales and an additional 2.5% to a local ad fund for targeted customer acquisition and retention strategies, totaling 4.5% for marketing. This structured fee model, combined with the brand's backing as a portfolio company of Princeton Equity Group, a private equity firm that made a significant investment in 2021, and its affiliation with Justin Strickland's Accelerated Brands holding company, which also owns Trademark Car Wash and has been recognized on the Inc. 5000 list for five consecutive years, underscores a robust corporate foundation. Strickland Brothers further supports its franchisees by offering third-party recommendations for financing, facilitating access to necessary capital for this substantial franchise investment.

The operating model and support structure for a Strickland Brothers franchise are meticulously designed to ensure operational efficiency, consistency, and franchisee success within the competitive automotive service market. Daily operations revolve around the brand's core offering: the drive-thru 10-minute oil change, which demands a streamlined process and a strong emphasis on speed and superior customer service. This model allows for semi-absentee ownership, enabling franchisees to manage their business while maintaining other professional commitments, a flexibility supported by a strategic corporate marketing team that handles 100% of the marketing efforts for each store. A typical Strickland Brothers 10 Minute Oil Change franchise unit begins with a staffing requirement of 5-6 employees, including one Store Manager (if the franchisee is not an owner-operator), one Assistant Store Manager, and four full-time Technicians, with staffing needs expected to scale proportionally with increasing unit volume. Franchisees receive comprehensive initial training through "Strickland Brothers University," which includes pre-opening project management platforms and an additional 3-5 hours of video training. This digital preparation is complemented by 5 full days of intensive training at the Strickland Brothers corporate office, followed by essential in-store training prior to the official opening, with another source detailing 10 hours of classroom training and 80 hours of practical on-the-job training. Ongoing corporate support is robust, with each franchisee assigned a dedicated Franchise Business Consultant (FBC) and access to bi-weekly workshops, fostering continuous improvement and problem-solving. The company leverages advanced technology systems for mobile sales data, back office operations, and in-store POS, all seamlessly linked to empower owners with real-time monitoring of key performance indicators. Beyond operational tools, Strickland Brothers provides critical pre-opening assistance, including site selection guidance, lease negotiation assistance, and recruiting support. The brand's comprehensive marketing strategy, centrally managed by corporate in partnership with external experts, covers brand development, strategy, SEO, media buying, content marketing, social media, digital advertising (geo-targeted, hyper-local, and national), graphic design, and copywriting. Grand opening marketing strategies are tailored to new builds or acquisitions, encompassing hyper-local campaigns, micro-influencer partnerships, paid digital and social advertising, social media announcements, store branding, direct mail, and media buys with local print and radio partners. For local marketing, franchisees contribute 2.5% to a dedicated fund, utilized for customer acquisition and retention tactics, proactive reputation management, paid digital and social advertising, customer loyalty programs, SMS and email marketing, seasonal campaigns, and community engagement. Furthermore, Strickland Brothers distinguishes itself with an all-inclusive inventory management system, claiming to be the only quick facility to offer such a comprehensive solution. The territory structure focuses on ideal locations characterized by high visibility along busy arterial roads, proximity to retail centers, and demographics indicating a high concentration of vehicle owners, specifically in communities with median household incomes ranging from $45,000 to $85,000. This strategic approach to site selection and a strong multi-unit development expectation, with the business model described as "very scalable" and some opportunities requiring a 5-unit minimum, reinforces the brand’s commitment to sustained growth and franchisee success.

Analyzing the financial performance of a Strickland Brothers franchise reveals compelling unit economics, as detailed in the 2024 Franchise Disclosure Document (FDD) data, based on a full development/acquisition model. For corporate system units that had been open for at least 12 months, comprising 81 locations, the average gross revenue reached $761,207.48, yielding an estimated net profit of $121,021.15, which translates to a robust 16% profit margin. The top-performing corporate units demonstrated even more impressive figures, with a high gross revenue of $2,011,117.05 and an estimated net profit of $440,927.76, achieving a remarkable 22% profit margin. This significant spread between average and high performers underscores the potential for exceptional returns under optimal management and market conditions. For franchised units, based on 39 locations open for at least 12 months, the average gross revenue stood at $636,827.72, with the top-performing franchise units reaching a high gross revenue of $1,502,760.71. Another independent source corroborates these strong figures, indicating an average unit volume (AUV) of $667,000 per year for a Strickland Brothers franchised business. These figures highlight the brand's ability to generate substantial revenue, particularly within its efficient drive-thru model. The difference between corporate and franchise averages, while present, indicates a strong foundational model that can be replicated by franchisees, with top-tier franchisees demonstrating the potential to nearly triple the average franchise revenue. The consistent growth in unit counts, from approximately 200 locations in October 2023 to nearly 300 locations by January 2026, further signals strong unit-level performance and demand for the brand’s services. The stated profit margins for corporate units, reaching up to 22%, are particularly attractive in the service industry, suggesting efficient cost management and strong customer value proposition. While a specific payback period analysis is not provided, the combination of a mid-tier initial investment for the full development option and strong average net profit figures suggests a favorable return on investment timeline for well-managed units. These transparent financial performance representations in Item 19 of the FDD provide prospective investors with critical data to evaluate the potential profitability and viability of a Strickland Brothers franchise opportunity.

The growth trajectory of Strickland Brothers has been nothing short of exponential, demonstrating a calculated and aggressive expansion strategy since its inception. From its first location in Thomasville, North Carolina, in 2016, and a second opening in May 2018, the brand rapidly accelerated its footprint. By December 2019, the company was "Building the Foundation," transitioning to "Accelerating Forward" by December 2020. This momentum led to "Over 60 Strong" by December 2021, and further growth in June 2022 through strategic car wash acquisitions, broadening its service portfolio. The brand continued to build significant momentum by December 2022, leading to nationwide expansion. The company commenced its franchising operations in 2020, and by October 2023, Strickland Brothers had grown to approximately 200 locations, rapidly expanding to 226 units in 2024, comprising 68 open franchise units and over 150 company-owned units. The most recent data from January 2026 indicates nearly 300 locations across 27 states, showcasing a robust net unit growth of approximately 100 locations in just over two years. This impressive expansion is underpinned by recent corporate developments, including a significant financial boost in January 2026, when Strickland Brothers closed a new committed financing package of $360 million, provided by Golub Capital and Audax Strategic Capital. This capital infusion is earmarked to fuel the company's acquisition activity and facilitate the continued expansion of its brand and national footprint, building on an earlier October 2023 agreement for $230 million in financing for Accelerated Brands, led by Monarch Alternative Capital. The brand's competitive moat is built on several key differentiators, primarily its signature drive-thru 10-minute oil change model, which offers unparalleled convenience and speed, directly addressing a critical consumer demand. This operational efficiency is complemented by a strong emphasis on superior customer service and a commitment to setting innovative service standards. Further solidifying its market position, Justin Strickland, the CEO, was named an Entrepreneur Of The Year® 2022 Southeast Award winner by Ernst & Young, and the brand has been recognized as a Best Workplace in the franchise category. Strickland Brothers continues to adapt to market conditions by expanding its service offerings beyond quick oil changes to include professional automotive maintenance and repair services such as tire rotations and vehicle inspections, alongside efficient fleet services. The company's unique, all-inclusive inventory management system also provides a proprietary advantage, streamlining operations for franchisees.

The ideal franchisee for a Strickland Brothers franchise is a hands-on entrepreneur possessing a keen interest in the automotive industry and a strong customer-oriented approach. Candidates should be detail-focused and capable of effectively managing a fast-paced service environment, aligning with the brand's commitment to speed and efficiency. While prior experience in automotive services or retail is advantageous, it is not strictly mandatory, emphasizing the comprehensive training and support provided by the franchisor. A strong commitment to delivering quick, efficient, and high-quality service, coupled with the ability to build a loyal customer base, is paramount for success within the Strickland Brothers system. For those looking to scale their investment, the business model is described as "very scalable" for adding additional units, with some opportunities requiring a 5-unit minimum, appealing to experienced multi-unit developers. Geographically, Strickland Brothers is actively expanding, with franchise opportunities currently available in multiple states including California, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Rhode Island, South Dakota, and Wisconsin, with Washington pending registration. The brand has already established a presence across 27 states as of January 2026, but significant expansion opportunities remain in the Northeast and Western states, where the brand currently has a limited presence but suitable demographic profiles exist. Ideal markets are characterized by high-visibility sites along busy arterial roads, situated near retail centers, and within communities exhibiting a high concentration of vehicle owners, particularly those with median household incomes ranging from $45,000 to $85,000. While a specific timeline from signing to opening is not explicitly provided, the structured initial training program at Strickland Brothers University and in-store preparation suggests a well-defined onboarding process designed to get new units operational efficiently.

For discerning investors seeking a high-growth franchise opportunity within a historically recession-resistant industry, Strickland Brothers presents a compelling investment thesis. The brand's proven 10-minute drive-thru oil change model directly addresses the surging consumer demand for convenience and speed, positioning it strongly within the U.S. automotive aftermarket industry, valued at $418.95 billion in 2023 and projected to reach $642.02 billion by 2031, and the U.S. oil change service market, an $8.11 billion sector in 2024 expected to grow to $14.8 billion by 2034. With rapid unit expansion from approximately 200 locations in October 2023 to nearly 300 locations across 27 states by January 2