Mr. Rooter is spending $2 million on TV ads; Ben Franklin launches an audacious experiment.
Roto-Rooter is the only plumbing company with widespread public recognition, thanks to its famed "troubles down the drain" jingle that people can't shake out of their minds even if they want to. Two of the industry's franchise operations aim to change that.
With Roto-Rooter all but out of the franchising business, The Dwyer Group's Mr. Rooter has become by far the largest plumbing franchise operation in the United States with some 225 franchise owners operating more than 330 locations at last count. It's a profitable business and growing, but grappling with two nagging issues -- establishing Mr. Rooter's name recognition and making people understand that the company offers all plumbing services, not just the drain cleaning associated with the "Rooter" label.