Kitchen Tune Up Franchise: Home Remodeling Services

In a recent interview, Patrick Findaro from Vetted Biz spoke with Heidi Morrissey, President of Kitchen Tune-Up and Bath Tune-Up, two franchise concepts with over 200 locations nationwide. Heidi shares her journey into the family business, her insights on the home improvement industry, and how Kitchen Tune-Up and Bath Tune-Up are setting themselves apart from competitors.

The Family Business: Heidi’s Entry into Kitchen Tune-Up

Heidi joined Kitchen Tune-Up in 2003 at the encouragement of her father, the founder of the company. Originally a teacher, Heidi initially hesitated to enter the industry. However, her father’s persuasive pitch about the importance of family and his request for her help in training changed her mind. “I thought I’d give it a try for a year,” she says. Heidi quickly saw opportunities to improve the company’s sales and marketing approach, sparking her passion for supporting entrepreneurs in the home improvement space. By 2017, Heidi officially became president, a transition that felt natural due to her longstanding involvement.

Carving Out a Space for Women in Home Improvement

When Heidi joined Kitchen Tune-Up, she noticed a lack of female representation in leadership and marketing. Recognizing that women, particularly those over 55, often drive home improvement decisions, she introduced a more consumer-focused, empathetic approach to the company’s sales and marketing. “Women usually influence what’s going to happen in the home,” she explains. Heidi’s vision was to make Kitchen Tune-Up more approachable for customers and address common fears around remodeling, improving the industry’s reputation along the way.

Creating a Differentiated Customer Experience

Heidi’s mission is to create a memorable, positive experience for customers. Kitchen Tune-Up’s focus on cleanliness and customer care sets it apart in an industry where many companies often leave messes behind. “We could be different right away, and we did,” Heidi says. She describes the joy customers feel when they see their remodeled kitchens, emphasizing that Kitchen Tune-Up’s goal is to make people cry tears of happiness, not frustration. This emphasis on customer experience is central to both Kitchen Tune-Up and Bath Tune-Up’s brand identities.

The Impact of the Pandemic on Home Improvement

The COVID-19 pandemic led to a surge in home improvements as people spent more time at home. Many customers, previously using their kitchens only a few times a week, suddenly found themselves cooking multiple meals daily. This shift highlighted the importance of functional, updated spaces, spurring demand for Kitchen Tune-Up’s services. “People wanted to update their space as fast as possible,” Heidi observes, noting that the pandemic gave people a renewed appreciation for their homes.

Competing in a Fractured Market

Heidi describes the home improvement market as highly fragmented, with most competitors being small, independent businesses or big-box retailers. Kitchen Tune-Up’s competition mainly consists of local “Mom & Pop” businesses with strong customer relationships, while large retailers benefit from brand recognition. Heidi’s strategy is to capture market share by focusing on creating a consistent, differentiated experience. “We hear all the time, ‘I had some other bids, but nobody did it the way you did,’” she says, highlighting Kitchen Tune-Up’s educational and interactive approach.

The Tune-Up Difference: Building Trust Through Education

Heidi believes that Kitchen Tune-Up’s emphasis on education is key to its success. “For a lot of consumers, remodeling is a nerve-wracking experience because it’s not a common purchase,” she explains. Kitchen Tune-Up eases customer anxiety by providing guidance throughout the remodeling process, from initial conversations to final installation. This approach fosters trust and helps clients feel more comfortable with their decision, setting Kitchen Tune-Up apart from other providers.