Another big player in the Tyneside area expanding into Carlisle on the other side of the country
I'm guessing there might be an element of copycatting going on. To put it as nicely as possible
Anyway, this must be the longest advertorial piece of this type I've ever read
But it ticks all the usual boxes;
- retaining the local connection;
- at the same time, bringing in the big business tech and efficiency etc;
- and pitching towards a more niche and upmarket product at the same time;
- but, wait, also fantastic for the pishheads and hospital appointments as well;
- then a recruitment pitch to drivers - you can earn bundles
Blueline Group expands into Cumbria - acquiring Carlisle taxi firmhttps://www.newsandstar.co.uk/news/2664 ... taxi-firm/
A third generation family-owned transportation company in the North East has expanded into Cumbria with the acquisition of a Carlisle taxi firm.The Blueline Group, which has operated across Tyneside and Northumberland for over 68 years, has moved into the Cumbria market with the purchase of Carlisle 247365 Taxis Ltd – a local rank based on Fisher Street in the northern part of the city centre.
Blueline Taxis – launched by married couple Colin and Audrey Shanks – began with one car in 1958 and now has a fleet of more than 450 vehicles transporting 85,000 passengers a week on average, with many journeys booked via the company app.
The firm has done work with Newcastle United Football Club, Emirates airlines, and the NHS, and is also the official taxi partner of the Utilita Arena Newcastle – with its own taxi rank at the venue.
Blueline is now aiming to replicate its successful model in new territory. The choice to expand into Carlisle was driven by research that revealed the city had no runaway market leader.
Director Tom Shanks explains: "We took a look at the market and there were lots of companies here – but many of them were one-man bands.
"So, we just thought we’d buy a company, grow it, develop it, and offer some of the local businesses better tools for their ground transport than maybe what they have already."
Work is underway towards moving Carlisle 247365 under the Blueline brand, which is a steady process.
Director Ben Bell explains: "It's always interesting when you buy these types of companies, you've got to go slowly.
"The original team's still there, the staff, the manager, the drivers, they're all the same, plus a few new additions."
Blueline has said that the former owner of Carlisle 247365 is also still working in the business.
Tom explains: "His role is the same, but now he hasn’t got the stress of all the overheads and the pressure that comes with that.
"In the 68 years we've been doing this, what’s proven fundamental is that you've got to have someone on the ground who understands how things work locally.
"We kept him on and he's essentially our local rep and he has a good understanding of the region."
Whilst Blueline has retained the local experts at the Carlisle rank, they have begun work on bolstering the business by increasing the size of the fleet and incorporating its app technology. Tom says the early days have shown promising signs.
"We're doing more journey numbers, made some tweaks here and there, improved operations – and things seem to be going quite well," he explains.
"What we're trying to do is just develop that presence in the region.
"We’re not being too aggressive on fixed targets yet. We wanted to get the business, stabilise it, get under the bonnet and work short-term – massaging the team into their new roles.
"It’s about gradually trying to bring that [reputation] over and finding good partners and connecting with businesses and showing them what we can offer."
Blueline says one of the changes it has made is introducing weekly payments to drivers, which is part of a mission to improve job satisfaction rates.
Tom adds: "We're carrying the credit, we're taking the risk, but it’s a positive change for the drivers.
"When you have happier drivers, it leads to happier customers.
"We also wanted to give them better technology and more people answering the phones. When people call now, it prioritises Carlisle staff and if they're busy, it overflows to Newcastle and vice versa.
"It’s given drivers more opportunity to work. We’ve got a reliable reputation in Newcastle and [our aim] is to be the first taxi that you always try when needing to get somewhere in Carlisle."
Tom and Ben explain that the business has grown by taking a strategic decision to move away from a sole focus on "typical Uber customers" who might be making short city-based trips, and towards better service for passengers travelling further afield. Examples include transporting those in rural areas, but also businesses.
In the past few years, Blueline has worked hard to strike contracts with corporate organisations and build partnerships with the public sector. The company is also continuing to build out its sister business, Bell & Shanks, which focuses on high-end executive transport and is billed as "a global chauffeur house trusted by leaders and luminaries".
Blueline has actually worked in chauffeur services since the 1970s – even once transporting Walt Disney’s daughter across the border into Scotland for a film shoot – but decided this year to launch a new brand to separate the taxi and chauffeur driving options for clients.
Tom explains: "Bell & Shanks is a really high-end service - we customise the journey as best as we can and work with other businesses to do that.
"Barbour is one - they essentially dress all the chauffeurs in jackets - and we’ve also partnered with Jo Malone, the fragrance house, so all the vehicles have a signature scent.
"We also work with Fenwicks department store and Hotel Chocolat to put bags of sweets and chocolate in the cars.
"We can make it personal to the passenger, whether they want to sit up in the car and do work, or whether they want to chat to the driver - it’s all customised for an executive service."
The directors say that the Bell & Shanks side of the business could potentially prove a valuable asset in Cumbria – having witnessed a pattern where the "top end of the market is still generating money" despite a difficult economic climate.
"I think the pinch points are happening a bit lower down – demand [for executive travel] is still really strong," Tom explains.
"We think that there could be an opportunity for this market in Carlisle and Cumbria.
"Businesses here bring in people from all over the world – whether it’s to see factories or for meetings – and these people might want to travel in a bit more style."
But whether it’s whisking a businessperson to a board meeting or a commuter to a railway station, Blueline’s directors say their focus is to "bring something new to Cumbria" with its transportation services.
This also extends to the job market – with the firm hoping to create a number of new employment opportunities as it continues to grow within the region.
"Taxis are a fantastic source of employment for a city," Tom says.
"Drivers, especially top executive chauffeur drivers, can earn big salaries.
"There’s a low barrier to entry, they can be their own bosses, enjoy a really fulfilling job, and earn good money.
"I don’t think people are aware how much you can make driving taxis. If you’re in a job and you’re not enjoying it – come and talk to us.
"We’re growing, and there’s real opportunities here."


All images: Blueline/News & Star