Joe Tomarchio Offers Tough Love for the Tire Industry

There’s a lot that can be said about Joe Tomarchio, a co-founder of the Mr. Tire store chain. Tune into this episode of The Modern Tire Dealer Show for a pep talk, and some tough love, from Tomarchio.
Sept. 5, 2024
MTD
Joe Tomarchio says he’s had a lot of nicknames over his 50-plus years in the tire industry. Some call him 'Mr. Tire.' Employees have been known to call him “Mr. 1-800-Get-It-Free.” He wears both as a badge of honor.
Joe Tomarchio says he’s had a lot of nicknames over his 50-plus years in the tire industry. Some call him "Mr. Tire." Employees have been known to call him “Mr. 1-800-Get-It-Free.” He wears both as a badge of honor.

There’s a lot that can be said about Joe Tomarchio. A co-founder of the Mr. Tire store chain that he and his brother sold to Monro Inc. in 2004, he has spent more than 50 years in the tire industry.

He has fine-tuned his retail strategy after also leading more than 1,100 tire and automotive service locations in 27 states for Monro. He sees things as black and white — and that includes everything from the importance of human capital and paying employees well to charging customers appropriately and operating profitably. (He says tire dealers always know prices, but they don’t know their own value.)

Tune into this episode of The Modern Tire Dealer Show for a pep talk, and some tough love, from Tomarchio.

 

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About the Author

Joy Kopcha
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Joy Kopcha

Managing Editor

Joy Kopcha joined Modern Tire Dealer and Auto Service Professional as senior editor in 2014 after working as a newspaper reporter for a dozen years in Kansas, Indiana and Pennsylvania. She was named managing editor of MTD and ASP in 2022, and took on that same role with Motor Age in 2024.

She is an award-winning journalist, including in 2023 when she was named a Jesse H. Neal Awards Finalist.

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