Roto-Rooter
| File:Roto-Rooter logo.svg Current logo since 1996 | |
| Company type | Subsidiary |
|---|---|
| Industry | Plumbing, Water damage restoration |
| Founded | 1 January 1935 in Cincinnati, Ohio, United States |
| Founder | Samuel Oscar Blanc |
| Headquarters | Cincinnati , United States |
Area served | United States, Canada, Japan, Philippines, Hong Kong, Indonesia, Singapore, Brazil, South Africa, Australia |
| Products | Plumbing repairs, sewer maintenance, water damage restoration, sewer and drain cleaning equipment |
Number of employees | Thousands (as of 2020) |
| Parent | Chemed Corporation |
| Website | www |
Roto-Rooter Plumbing & Water Cleanup—previously known as Roto-Rooter Plumbing & Drain Service—is a plumbing firm headquartered in Cincinnati, Ohio, established in 1935 by Samuel Oscar Blanc. Originally focused on removing tree roots and blockages from sewer systems, the company has evolved into a leading service provider throughout the United States and Canada. By 2020, Roto-Rooter employed thousands of plumbing professionals and technicians offering services in plumbing repairs, sewer maintenance, and water damage restoration. The company also runs a manufacturing facility located in West Des Moines, Iowa, where it produces its proprietary Roto-Rooter sewer and drain cleaning equipment and parts. It functions as one of two subsidiaries under Chemed Corporation, a publicly traded entity that also owns hospice care provider VITAS Healthcare.
Early years
In the late 1920s, Samuel Oscar Blanc was searching for an improved method to eliminate tree root intrusions from underground sewer pipes at his son's apartment in Des Moines. By 1933, he engineered a sewer-cleaning device incorporating a washing machine motor, wagon wheels, and a steel cable equipped with a rotating C-shaped blade. This invention—recognized as the first heavy-duty plumber’s snake—enabled cutting through roots without excavation. The device was named "Roto-Rooter" by Blanc’s wife.
By the mid-1930s, Blanc secured a patent for the Roto-Rooter machine and began selling it for $250, founding the Roto-Rooter Corporation. During the Great Depression, numerous entrepreneurs launched their own Roto-Rooter businesses across regions including the Midwest, Great Plains, and Northeast. They leveraged this innovative approach that spared homeowners from disruptive digging—a significant competitive edge.
In 1939, Blanc broadened the product range to include a smaller unit designed for household drains and a larger model called the "Roto-Rooter Royal," intended for industrial and municipal sewer systems. The Royal was equipped with a 10-horsepower engine and could deploy 1,000 feet of cable for intensive cleaning tasks. A later model named "The Mainliner," introduced in 1958 to facilitate telephone cable threading as well, was discontinued in 1973.
Selling of the company
In 1980, the Blanc family transferred ownership of Roto-Rooter Corporation to Chemed Corporation based in Cincinnati. Chemed proceeded to acquire independent Roto-Rooter franchises, transforming them into company-operated service centers under the newly established Roto-Rooter Services Company headquartered downtown Cincinnati. Although Chemed reduced its stake to just under 60% during 1984 and 1985, it initiated a campaign in 1996 to repurchase approximately 42% of shares previously sold.
Throughout the 1980s, select franchises along with company-owned branches expanded their offerings to include round-the-clock service and comprehensive plumbing repairs catering to both residential and commercial clients. Plumbing services have since become a substantial segment of Roto-Rooter's operations. Presently, the company maintains over 600 service locations across North America, serving more than 90% of the U.S. population and upwards of 40% of Canadian residents. Roto-Rooter holds the distinction as the largest provider of plumbing repair alongside sewer and drain cleaning services within these two countries.
Its international franchise presence extends to markets including Canada, Japan, the Philippines, Hong Kong, Indonesia, Singapore, Brazil, South Africa, and Australia.
Initial logo
Between 1935 and 1940, Roto-Rooter operated without a standardized logo, permitting franchise owners to personalize their service vehicles. To deter imitators, the company unveiled its inaugural official emblem in November 1940: an image of the patented Roto-Rooter electric sewer cleaning apparatus set within a U.S. map outline, accompanied by the tagline "A Specialized Service From Coast-to-Coast." This branding appeared on trucks, warranties, and promotional materials to build brand awareness.
1953-1979
In 1953, the company streamlined its logo to a monochrome design featuring the phrase “SEWER-DRAIN SERVICE” enclosed within a drainpipe illustration. This emblem persisted throughout the 1970s, undergoing only a color change from black to a blue outline.
1980-1995
By 1980, Roto-Rooter refreshed its logo for use on service vans and equipment. The updated version presented an all-blue color scheme with vertical lettering, replacing the prior right-leaning text style. Additionally, the drainpipe graphic was modernized with enhanced wave patterns.
1996-present
The year 1996 marked the introduction of Roto-Rooter’s Visual Identity Program, which brought forth a new logo design still employed across its U.S., Canadian, and international branches. Since then, the sole modification has been the creation of a single-line variant using the same typeface to complement the original stacked layout.
Razor-Kleen!
During the 1930s and 1940s, Roto-Rooter trucks prominently featured the slogan "Roto-Rooter's patented cutting blades slice through roots and cut them away ... Razor-Kleen!", highlighting its signature plumbing technology.
Away go troubles down the drain
Since 1954, Roto-Rooter's advertising jingle—"Call Roto-Rooter, that's the name, and away go troubles down the drain"—has played a pivotal role in defining its brand identity and market presence. The deep bass vocals were performed by Tom Fouts, also known as Captain Stubby from Captain Stubby and the Buccaneers. This jingle stands as one of the longest continuously running in American advertising history.
Its cultural significance extended into television, inspiring a parody in The Simpsons episode "Mr. Plow," demonstrating Roto-Rooter's strong brand recognition.
We do both!
In December 2017, Roto-Rooter launched the slogan "We Do Both" through a television campaign that emphasized its dual offerings: plumbing repairs alongside water damage restoration. The advertisement targeted homeowners by showcasing integrated services, reinforcing the company’s broad capabilities in both residential plumbing and restoration sectors.
Yeah, We Do That Too!
In August 2019, Roto-Rooter introduced the We Do That Too campaign to spotlight services beyond its primary plumbing repair, drain cleaning, and water damage restoration. This effort promotes additional solutions such as pipe inspections, sewer repairs, water heater servicing, and sump pump replacements, underscoring the company’s extensive service range and market expansion.