I think they looked at the success of Les Schwab in the Pacific northwest, and adopted the business model. Give good value, and good service, and the dollars will take care of themselves. They'll check your air anytime you stop by, whether its their tires or not. Free flat repair and tire rotations on their tires. Cheerful, fast employees with good attitudes (they run out to your car when you drive in). No-nonsense warranty that you don't have to arm-wrestle them over. Mount your new tires while-u-wait, with free popcorn and coffee in the waiting room. They use click torque wrenches to do the final tightening, so even the Mrs. can change a flat, in a pinch.
Ol' Les was a smart guy- He wasn't after the "brand snobs" that insist on Goodyear or Michelin, regardless of price. He was after the folks like me who really don't care about brand, we just want a good product at a decent price. His philosophy was that a tire was pretty much a tire, and while you had to sell a good product at a reasonable price (or the warranty would kill you), it was the little things that actually kept the customer coming back.
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