Ironbound Action: Houston based Jiffy Lube increased the price of their oil change service during a brand restructuring. Their new focus was to exclusively deliver fast and efficient services. To maintain price sensitive customers, Jiffy Lube added multiple low-cost fringe benefits, including a free car vacuum, free window washing service, upgraded waiting areas, and free Wi-Fi. Creating value for customers always strengthens the brand image. By offering even more customer value, Jiffy Lube was able to grow its customer base.