Lead: Valvoline Instant Oil Change (VIOC)


Services: Services all areas of the car engine, but known for its oil changes.

Geographic Scope: 1050+ storefronts in 40 states within the U.S.

Revenue: $100 - $500 million (USD) per year

Employees: 1,001 - 5,000 employees

Business Structure: Storefronts are company-owned and franchised.

Address & Phone:

3499 Blazer Pkwy
Lexington, KY 40509

Website: Valvoline.com

Quick Links:

2016 Fast Lube Guide to Lube Programs & Franchises

Cause Marketing Success may be as Close as Your Next Oil Change

Make-A-Wish Has the Midas Touch

Rivals to Target: Jiffy Lube, Meineke, Quaker State

Analysis: I've had some personal experience working with fast lube chains, specifically VIOC. They are great cause marketing partners for several reasons.

  1. Many of these fast-lube chains are franchised so even if you're local store is part of a national chain there's an excellent chance you can still work with franchisees in your area. For example, when I did my program with VIOC I worked with 40 locations in the New England market.
  2. The employees at fast-lube stores are talented sales people. They frequently "upsell" additional services to customers (e.g. transmission fluid change, radiator flush, etc.) so they are comfortable asking customers to give.
  3. You can run your fundraiser for a longer period than the 2 to 6 weeks I generally recommend for point-of-sale programs. Here's why. How often do you get your oil-changed? The suggested interval is three months or 3,000 miles, right? So, if you donate at your local fast-lube store you won't be back for a few months. During that time, fast-lube stores will service mostly new customers who haven't been back in months. That means you can extend your fundraiser. Probably not for three months - employee fatigue will kick-in and hurt your fundraising. But you could run the program for 8 to 10 weeks. A longer program means more money for your organization!
  4. While I do agree with the "Meet Chuck" consumer profile below, fast-lube stores are also focused on attracting women customers, who are generous donors. I've been told on several occasions that "Mini-van Moms" are a key demographic for fast-lube stores.

There is one key challenge you should be aware of when working with fast-lube chains.

They don't have the foot traffic that you would get in coffee shop, restaurant or retail chain. I was once told that getting 60 customers is a "good day" for a fast lube store. In short, you need to be realistic about how much you can raise with fast-lube chains. Here's the good news. Their sales savvy staff will give you an edge in closing more donations. Remember, as I pointed out above you can extend your fundraiser by several weeks. I also suggest you raise the donation ask for these stores. Instead of asking one dollar, how about $3 or $5?

Company Description

Valvoline Instant Oil Change – both company and franchised – operates 1,050 Valvoline centers across 40 states in the U. S., making it the second largest such operation in the nation (behind Jiffy Lube). In 2016, VIOC ranked as the #2 quick-lube chain by number of stores and #3 passenger car motor oil in the DIY market by volume brand in the United States. 

Consumer Profile

Meet Chuck

Chuck is a hardworking, blue-collar white guy from middle America who served in the U.S. military and is in his late 40s/early 50s.  He is married or divorced with kids ages 6-18.  As a naturally-handy guy, Chuck loves to hunt and fish and mostly spends any expendable money he has on purchasing tools, and big & tall and plus-sized men’s apparel.   

Consumer Philanthropic Affinities

Charitable Focus & Programs

Notable Nonprofit Partners

National Breast Cancer Foundation

Henley Enterprises, Inc., the largest franchisee of Valvoline Instant Oil Change is raising funds and increasing awareness for National Breast Cancer Foundation (NBCF). Throughout the month of October a portion of the sales of pink wipers was donated to NBCF. The wipers are available at over 210 participating Valvoline Instant Oil Change locations in 12 states. Now in its fifth year, the campaign has raised more than $55,000 for NBCF.  Valvoline Instant Oil Change kicked off the month-long campaign October 1st with a Pink Out Day including pink give-a-ways at participating locations. Double donations were made to NBCF on pink wipers sold that day. For more information visit www.viocPINK.com.

Dana-Farber Cancer Institute & The Jimmy Fund

Valvoline Instant Oil Change is a proud partner of the Jimmy Fund’s A Chance for Kids & Families Program. Customers who give $1 to benefit the Jimmy Fund at participating Valvoline Instant Oil Change stores throughout New England receive A Chance for Kids & Families promotion card with a guaranteed prize. All proceeds benefit the lifesaving mission of Dana-Farber Cancer Institute and the Jimmy Fund.

Opening Gates

Kentucky-based Valvoline Instant Oil Change, the nation’s second largest quick-lube chain, celebrated the grand opening of five new Louisville area service centers by raising money for Opening Gates, a local non-profit horse therapy group. Valvoline Instant Oil Change service centers launch the Donation Derby in honor of a local third grader, Ethan Vaughn, who is working to overcome behavior issues associated with attention deficit hyperactivity disorder (ADHD) and excel in school. Ethan has the help of his friend, Bear - an Irish Draught elite race horse who was imported from Ireland, abandoned by his owners, and rescued and trained by Opening Gates.

In spring 2016, all five new Louisville area Valvoline Instant Oil Change locations offered $24.99 conventional oil changes (usually $39.99) and donated $10 per oil change to Opening Gates (up to $3,000 maximum). VIOC’s goal was to raise $3,000 for Opening Gates so they could buy a shed to provide shelter for the horses and additional space for kids and horses for therapy tasks. Valvoline Instant Oil Change service centers also treated Ethan, his parents and twin sister to a day at the Kentucky Derby to watch the “most exciting two minutes in sports!”

Disclaimer: The information contained in this Prospect Research Profile has been provided by Catalist based upon curated information from hundreds of public sources.  Catalist fact checkers and analysts have verified the information contained in this report, but is not held responsible for unknown inaccuracies or false claims by the company profiled.