By Meaghan O’Neal
When Wesley Chapel residents Rich and Jennifer Benitez were told that their scratched stainless steel appliances would have to be replaced, they decided to research their options, which ultimately led them to start their own business, Surface Butler, LLC.
Rich is a fourth-generation Tampa resident and is a Captain with Hillsborough County Fire Rescue, where he’s worked for almost 25 years. Jennifer is from Chicago and currently works as a Registered Nurse (RN) at Tampa General Hospital. In 2002, Rich and Jennifer decided to move to Wesley Chapel from Tampa because of the businesses and amenities (malls, restaurants, etc.) that were created with new construction in our distribution areas.
For years, Rich and Jennifer lived with their scratched appliances because every company they talked to assured them that their appliances were “doomed” and “impossible to repair.”
So, since replacing appliances that are only scratched (but still functional) can be an enormous expense, Rich began doing research on his own. He discovered that there were only a handful of businesses that repaired stainless steel, none of which were located in Florida. Seeing an opportunity for a new business venture, Rich contacted the owners of those stainless steel repair businesses for advice. These business owners pointed him in the direction of other trained professionals and gave him advice about how to start his business.
With their help, he says he became trained in repairing stainless steel and in January of 2014 he started Surface Butler, LLC. Jennifer also is trained in restoring stainless steel and loves to help out with the business whenever she’s needed.
As trained restorers, Rich and Jennifer can fix brushed stainless steel, as they remove scratches, swirl marks, rust, chemical stains/discolorations, and heat scorching. They can restore all stainless steel, including all major brands of appliances, as well as indoor or outdoor kitchens. They are both fully insured in stainless restoration.
Rich says they have built the business on the principles of trust and hard work, which has paid off in the responses from his customers.
One Surface Butler customer named Michelle from Grand Oaks says, “I thought I would need new appliances… Now my stainless steel appliances look brand new! Rich came on time, explained everything, and was in and out. He knows what he’s doing. I highly recommend him!”
Since his goal in business is to revitalize stainless steel so that customers don’t have to replace it, Rich strives to keep his prices low. He reasons, “If it costs more to fix an appliance than replace it, then it’s not cost effective.”
Rich began his business to help homeowners, but has extended his reach into the commercial realm as well. He’s helped hotels and businesses look better by restoring their stainless elevator doors. He also works with restaurants, especially those with visible appliances with stainless steel doors (like most pizza places). He’s even working on restoring a DeLorean car, which is an iconic part of history and pop culture (as featured in the “Back to the Future” movies).
Because stainless steel is very popular and can scratch very easily, Rich has found that there is a huge demand for the services Surface Butler offers. He says, “The business has taken its own course and has become bigger than I imagined it would because there’s an unlimited market in stainless repairs.”
While Surface Butler is based in and predominantly serves the New Tampa/Wesley Chapel area, it has expanded its services to the entire Tampa Bay area, as well as to Orlando and Sarasota/Bradenton.
The ‘Secret’ — EnduroShield
Rich believes that Surface Butler is the only business in Florida that restores stainless steel. What makes him even more unique, however, is a product that he is licensed and certified to apply called EnduroShield. Since he’s been in business, Rich has found that his customers’ biggest complaints about their stainless steel are in regards to fingerprints, streaking and having to use compound chemical cleaners.
EnduroShield is an eco-friendly product that coats stainless steel to make cleaning smudges and fingerprints fast and simple with a microfiber cloth that he provides. Stainless steel is notoriously hard to clean and maintain, especially when it is used frequently.
According to Rich, EnduroShield, “Cuts up to 90% of cleaning time and is permanently bonded to the surface.” In addition to its longevity, he warranties the product for five years. He believes that EnduroShield gives him even more of an edge in his business niche. He also feels that it enables him to serve customers better by allowing him to leave them with something that makes their lives easier after he’s restored their stainless steel refrigerator, range, stove or sink.
As a business, Surface Butler primarily is focused on refurbishing brushed stainless steel. However, they also clean and polish granite countertops, bronze plaques and shower glass. Usually when items such as plaques and markers have to be polished, they have to be taken down and shipped to a separate location. This can be very costly and can increase the chance of damage done to the items. Since Rich can travel from site to site, he can do the cleaning and restoration at your location by himself.
Like stainless steel, shower doors also can easily become dirty and hard to clean. Using products that are similar to the EnduroShield product for steel, Rich has found that he can clean hard water stains from shower door glass and leave it so that the customer can clean it more easily.
Right now, Surface Butler is offering 10-percent-off all services for readers of the New Tampa & Wesley Chapel Neighborhood News. The company also offers a referral program that rewards (with gift cards) customers who refer their friends and family to Surface Butler. “It’s our way of thanking the people who help us grow our business,” Rich says.
Rich and Jennifer both find satisfaction in being able to see clients be proud of their appliances again.
“I love to see people’s faces when I fix their issues that they’re living or stuck with,” he says. He and Jennifer know what it’s like to be trapped with appliances that are badly damaged, which is why they take so much pleasure in helping people save their appliances and their money. They say Surface Butler’s mantra is always, “Don’t replace it, let us restore it.”
Surface Butler is a mobile company and doesn’t have an office. However, you can call 997-7111 or visit SurfaceButler.com for a quote and more information.
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