Name change reflects company’s ‘future role’ as a leading global franchise.
It may not sound a big deal, but Home Instead‘s decision to shorten its name is all about planning for the future. From now on, the company will simply be called Home Instead, having ditched the words ‘senior care’ from its title. This change applies to its entire global network, and not just selected countries.
A press release issued by its UK office confirmed the new development, as well as the reasons behind this readjustment. A company statement reads: ‘This is to position the brand as being more inclusive and reflect the changing way people talk about older adults. Keeping the tagline ‘To us, it’s personal’, Home Instead‘s shortened name will highlight that it doesn’t matter where clients or their loved ones are in their care journey: there is support available.’
Home Instead began life in the United States, 26 years ago, founded by Paul and Lori Hogan. Its global head office is in Omaha, Nebraska, with 12 other countries part of the growing network. As the world’s leading provider of in-home care services, the franchise operates in four continents and has more than 1,100 offices.
Martin Jones, the Chief Operating Officer of Home Instead UK, says: “We’ve had 16 successful years of franchising, and we couldn’t be prouder of the network we have built in that time. This new brand identity is about moving into the future.”
Established in the United Kingdom in 2005, with headquarters in Warrington, Cheshire, the domestic network currently totals 225 franchise offices. Collectively they deliver over six million hours of quality care each year to more than 21,000 clients. The company employ over 10,000 caregivers, specialising in offering care and companionship in the home for older people. It also delivers specialist dementia care, plus live-in care, end-of-life and respite care.
Martin added: “Each one of our franchise offices plays a key part in its local community by helping elderly people stay at home and receive the care they need. We’re excited for this to continue, and our new brand identity is a reflection of that.” Home Instead‘s excellent product was rewarded in 2020 when it was named by the British Franchise Association‘s (BFA) as its ‘Gold Franchisor of the Year.’
The company was presented with its award at a virtual ceremony in November, with Ruth Brown, Home Instead‘s Business Development Director, saying: “This accolade is down to the hard work and commitment of so many people, such as our 60-strong team at the National Office, as well as our franchise owners and their amazing ‘caregivers’. And we could not accept this award without thanking the many clients and their families who entrust their care to us.”
Ruth explained how the company overcame many hurdles during 2020, one of these being the need to acquire PPE (personal protective equipment): “It was a challenge for the whole sector. We procured PPE via our national office, and have helped our franchise owners to access what they need at a local level.”
And Pip Wilkins, CEO of the BFA, acknowledged that Home Instead‘s ethical approach to franchising, and the support they give to their franchisees, proved pivotal factors in making their decision.
To round off a spectacular year, amid problems created by the Covid-19 pandemic, Home Instead also claimed top spot in the Elite Franchise Top 100 list, which was announced in December.
About Home Instead global:
In addition to the United States, United Kingdom and Ireland, Home Instead can also be found in Australia, Canada, China, Germany, Japan, Italy New Zealand, Netherlands, Singapore and Switzerland. The company are hoping to attract new interest in five European countries – Belgium, Denmark, Luxembourg, Norway and Sweden – which they have earmarked as having great franchise potential.
