Tray Doster
“I’m a gearhead,” Tray Doster said. “I love anything automotive, so this is a dream job for me.”
The dream job in question is the director of franchise development at Ziebart, a role Doster took in July.
Ziebart, specializing in automotive aftermarket services, has grown to a little more than 100 domestic units. Doster was familiar with the brand prior to joining, regularly interacting with the team at franchise events for more than a decade.
“I always was impressed with how the brand was growing and how they really valued their relationship with franchisees,” he said. “This opportunity, when it came around, was something I absolutely jumped at.”
Doster admitted he has big shoes to fill in taking over the role from Michael Riley, who was with the brand for 40-plus years. Prior to Ziebart, Doster held leadership positions at Two Men and a Truck and Zaxbys.
Now’s the time, he said, to “press the accelerator” on Ziebart’s growth.
“Being in the franchise space for almost 20 years, you get to see what brands do it really well and how to grow with the right franchisee business partners and the right markets,” he said. “I’ve been able to see how it’s done well and also been able to see what not to do from other brands that have not tried to grow the brand with a smart sustainability mindset.”
Growth doesn’t come without refining the basics. For Doster, this entails smart lead generation and site selection.
He said his team is homed in on the real estate component, shortening the time it takes from signing to identifying quality real estate opportunities that set up for a good return on investment for franchisees without negatively impacting sales of nearby units.
Doster expects to open between five and 10 units this year.
Last year, Ziebart partnered with franchise solutions provider Zorakle Profiles for franchisee recruitment. Doster said it’s part of the brand’s efforts to sign qualified operators with the capital and values to succeed.
Along with prospective franchisees, Doster said he has a duty to build rapport with existing operators, some of whom have been with the brand 40-plus years.
“That’s what it all boils down to: the relationship,” he said. “I feel like there needs to be a great deal of listening to what’s happening, understanding what their needs are and how we can help them grow their current location to higher revenue potential or an expansion.”