Home Instead Senior Care, the world’s largest multinational network of franchises specialising in non-medical in-home care, will open at least five new franchise offices in the UK this year, surpassing the 200 mark.
But this is just the start of the care provider’s plans for UK market penetration, according to managing director Martin Jones.
He told Home Care Insight that the capacity for the UK business is around about 285 franchise offices, but within each territory there is “no glass ceiling” as to the number of possible clients.
“That is growing all the time. Our market penetration has still got a long way to go in terms of where we could be, so even when we sell all the franchises there is still massive opportunity because our growth is 20% like-for-like,” he added.
“That just shows our momentum and it has been like that now for quite a few years.”
Home Instead Senior Care, established in 2005, now has 195 franchise offices across the UK and has more ‘Outstanding’ CQC ratings than any other home care provider.
“We have 40 CQC ‘outstanding’ ratings across England at the moment – which is over 20% of our English network – and that compares to an average of 2% within social care. I believe the reason for that is down to the support that we provide here, our model, and our franchise owners.,” said Jones.
When it comes to growing the company, fostering a consistent culture and ethos throughout the business is one of the biggest challenges for Home Instead Senior Care.
“You have to find people with the right culture and values. So right from the onset, from the first moment a prospective franchisee starts to look to buy a franchise, they have to fit in with our culture,” Jones explained.
“We cannot afford to fail as our business is delivering essential services to sometimes very vulnerable people, who put their trust in us. So if a prospect is just looking to make money, they won’t be awarded a franchise. Most of our franchise owners have personal experience of looking after their mum and dad – one of our biggest franchisees in London was a well-respected estate agent but she wanted to use the experience she’d had of poor care with her own parents to make a difference.”
The full interview with Martin Jones, managing director of Home Instead Senior Care, will be published this month.