Heh heh...hey, I just looked up a [service provider] in the YP the other day! Not all of us have/use smartphones/etc. Not sure about the demographics in that regard for potential NYC detailing customers though.
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My point being the name becomes recognizable ...
I had a friend who worked at a garage in the 60`s .. the shop was called Augie`s ... Augie died, my friend bought the shop .. for the next 50 years he became Augie and only his real friends knew his name ... but people came to see Augie work on their car .. go figure
Poorboy- Eh, guess I missed the boat on the Ray`s Pizza reference :o
But yeah, places in our area are doing great with the name of a previous owner too (as long as they keep up the standards). That`s pretty cool how your pal adopted the Augie name.. Obviously he *did* maintain the standards!