PRESS RELEASE
Monro Muffler Brake, Inc. Sponsors NASCAR Team
18 April 1997
Monro Muffler Brake, Inc. Sponsors NASCAR Team; Company to Back Driver Andy Santerre
ROCHESTER, N.Y., April 18 -- Monro Muffler Brake, Inc.
, one of the nation's fastest growing auto repair chains, has
entered the equally fast paced and high profile world of NASCAR racing.
Monro recently signed a one year agreement with driver Andy Santerre,
who will race for Monro in the Busch Grand National North Series, beginning
with the April 20 season opener in Lee, New Hampshire. As title sponsor,
Monro's name will appear prominently on the hood and rear quarter panels of
the blue and yellow race car. Joining Monro on the car as associate sponsors
will be four of its largest suppliers: Kendall Motor Oil, Walker
Manufacturing, Monroe Auto Equipment and Ohio Caliper.
This is Monro's first major sponsorship of a professional race care, a
promotional strategy that has proven extremely successful for many automotive
service companies. Auto racing is one of the nation's fastest growing
spectator sports, drawing millions of fans to tracks around the country, as
well as to the increasing coverage of events on network and cable television.
Santerre has been a top contender since 1993, when he was crowned Penrose
"Rookie of the Year." He placed second in last year's championship series,
and was third in 1994 and 1995. A favorite of race fans, Santerre was named
"Most Popular Driver" in 1994 and was an ideal choice for Monro, according to
Bob Adams, Advertising Director and head of the company's Motorsports program.
"Andy has a very loyal following among race fans known for their
loyalty, not only to auto racing but its sponsors," Mr. Adams said. "With the
overwhelming attendance figures NASCAR enjoys, we hope to increase Monro's
awareness and brand preference with the race car sponsorship."
As it expands into new markets, Monro has pursued an aggressive
advertising and promotional strategy to boost recognition with different
customer segments, according to Larry Day, Monro's President and Chief
Executive Officer. The company recently launched a major television campaign
positioning Monro as a full service undercar chain.
"We want to educate customers and prospects, alike, that "Monro Muffler
Brake" offers more than mufflers and brakes," Mr. Day said.
The company's innovative stores provide a full range of services for cars
and light trucks, including brakes, exhaust, suspension, steering, oil changes
and tire sales. Each facility features specially trained service technicians,
the latest equipment and a computerized customer order and parts inventory
system.
"Monro is also reinforcing its convenience and value positioning through
partnerships with national brands, " Mr. Day added.
But there is another important reason that Monro decided to get involved
with NASCAR and the Bush North circuit.
"Monro employs over 1,800 workers and it seems everyone I have spoken
with is a NASCAR fan. They wear the T-shirts, have the pictures on their tool
boxes, and watch the races on the weekend," Mr. Adams said. "We hope to get
our employees just as excited and involved with the sponsorship as our
customers."
Santerre is certainly excited. This is his first major sponsorship.
"I think we proved last season that we are a championship caliber team and
that we have the talent and resources to win a championship. But it was
getting difficult with no full time workers and an all volunteer crew," said
Mr. Santerre. "Monro has alleviated our financial pressures as we plan the
1997 season."
The sponsorship will enable Santerre, 28, to run three Chevrolet Monte
Carlos, add a full time crew member, and invest in sophisticated equipment for
his team, based out of Litchfield, Maine.
"Monro is a respected company and we feel that teaming up for the 1997
season will be a positive experience for both parties involved. We look
forward to a successful season," Mr. Santerre concluded.
Monro Muffler Brake Inc., owns and operates over 300 stores in
Connecticut, Indiana, Maryland, Massachusetts, New Hampshire, New Jersey, New
York, North Carolina, Ohio, Pennsylvania, South Carolina, Vermont, Virginia
and West Virginia.
SOURCE Monro Muffler Brake Inc.
CONTACT: June Filingeri or Melissa Garelick, investors, or Stan
Froelich, media, all of Morgen-Walke Associates, 212-850-5600,
for Monro Muffler Brake