The Maids To Order (mto) Franchise System Unveils New Name And Logo To Reflect Expansion

Friday, June 23, 2006

MTO® Cleaning Services Inc., formerly Maids to Order, is proud to officially introduce its new name and MTOclean logo. The new brand image maintains the franchise's history as a residential maid service by incorporating its popular acronym, MTO, while emphasizing a focus on clean as the Company diversifies its services. In addition to standard cleaning, MTO franchise owners are now offering carpet/upholstery cleaning, floor care, air duct cleaning and power washing services within their local markets, becoming true ‘one-stop shops' for both residential and commercial clients' cleaning needs. "We needed a fresh brand image to align with our new vision of becoming an international franchise of full-service cleaning professionals," stated Kylene Golubski, VP of Business Development at MTO's corporate office. "At the same time, it was critical to maintain our key competitive advantage as The Personal Touch People, and extend that brand equity to our new service lines. We believe MTOclean blends our history and future perfectly, and is the final piece that will enable us to pursue our aggressive growth strategies." "We are still ‘the personal touch people' in all that we do, from our free in-person estimates and 100% satisfaction guarantee, to our policy of providing consistent service from a familiar face," stated Rebecca Williams, Owner, MTO of Hillsborough, FL. "This change is really about growth, as a franchise system and at the local office level, and we are excited about both." Williams is taking advantage of the new service opportunities by expanding into carpet cleaning and cross-selling to her current customer base. The MTOclean brand image is the result of a team effort between the corporate office, a Branding Committee of franchisees and Proforma®, a brand consulting firm. To date, the new identity is reflected on the corporate marketing materials, the public website (www.mtoclean.com) and an array of franchisee marketing items. MTO offices across the country will be transitioning to the new brand through the end of 2006. "We understand that franchisees have made investments in the Maids to - New MTO Logo Contact: Kylene Golubski VP, Business Development 877.392.6278 x10 [email protected] Order brand, and we want to give them ample time to both use those investments and educate their customers about the change to MTOclean," stated Golubski. MTO Cleaning Services, Inc. (MTO) is a rapidly growing residential and commercial cleaning franchise system. Our mission is "To make life easier for our residential and commercial clients by providing a full line of professional cleaning services, with a personal touch." MTO is a subsidiary of Merrymeeting®, Inc. (MMI), an investment firm specializing in the acquisition and development of franchised brands. MMI currently owns four franchise systems with more than 1,200 franchised locations. To learn more, please visit either www.mtoclean.com or www.merrymtg.com.

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7100 East Pleasant Valley Road, Suite 300
Independence, OH

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