Cleaning franchise Coverall focuses on health [Sun Sentinel]

Oct. 30--From cold and flu germs to more dangerous bacteria, Coverall North America franchises are taught how to reduce the spread of bugs at offices, medical clinics and retail stores.

It's that health focus that attracted Betty Whitaker, a registered nurse, to buying a Coverall franchise with her husband, who retired a few years ago from Pratt & Whitney in Palm Beach County.

Whitaker said Coverall's cleaning system uses the same practices as a hospital. Coverall combines hospital-grade disinfectants with microfiber pads color-coded for a specific use, from a computer keyboard to the restroom. Microfiber cloths tend to capture and remove more dirt than rags or paper towels, according to Coverall.

"Instead of a mop, you have a color-coded pad that will cleanse the floor. A mop just keeps spreading germs," Whitaker said.

South Florida franchisees say Coverall's cleaning protocols and its franchise-owner training and support system set it apart. For 14 years, Coverall North America has been named a Top 200 franchise by Franchise Times. And USA Today named it a Top 50 franchise for veterans -- about 10 percent of the franchisees are veterans, the company says.

More companies are "cleaning for health rather than appearance," said Anthony Trombetta, sales director for ISSA, a cleaning industry association near Chicago. "There's a movement toward a system that tries to remove bacteria and dirt," he said.

Coverall employs 60 people at its Deerfield Beach headquarters. The franchise company has 9,000 franchises worldwide with revenues of $400 million in 2012.

He said more effective and frequent cleaning has been shown to boost productivity, preventing the spread of the flu and other infectious illness and can help protect a building's value as an asset.

Coverall franchisees clean a variety of local offices, retail stores and medical centers. Locally, that includes Coldwell Banker, Ethan Allen, Cellular Sales and Tiffany & Co.

Rick Ascolese, chief executive of Coverall North America since 2011, said franchisees can go to a local support center for training and advice, including locations in Pembroke Pines and West Palm Beach. Coverall offers coaching on meeting with clients and provides tools to make management of their business easier.

"We've started business reviews. We ask them, 'how's life?' This franchise is personal and professional -- there's no separation," Ascolese said.

Juan Lopez, a recent graduate of Florida Atlantic University, recently took over a Coverall franchise in Fort Lauderdale from his father., instead of pursuing a job in biology as planned.

"I just fell in love with it," said Lopez, 29, saying While he tries to generate business himself, Lopez said he can always rely on Coverall to provide new accounts.

Coverall franchise investments range from $13,000 to $40,000, with 5 percent to 10 percent of monthly sales in royalties., depending on services provided by the franchise company. Coverall provides training and marketing to all, but owners can opt for billing service, liability insurance and other extras.

The International Franchise Association said that it generally recommends talking with existing owners before buying a franchise. Find out how long it will take for the franchise to become profitable and the challenges they've had, said Matthew Haller, spokesman.

mpounds@tribune.com or 561-243-6650

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