“The perception of the consumer is that
some big, old truck is going to come
rumbling up the road, and they’re going to
put this big, old rusted-out dumpster in my
driveway. The guy might throw a cigarette
butt in my flower bed while he’s doing it,
andhe’s probably going to grunt atme.”
But in Ferracuti’s estimation, it’s those
unsightly realities that have allowed Bin
There Dump That to carve a niche as a
more palatable alternative with a far less-
intimidating customer service process.
The Canadian-founded company labels
itself as a “residential friendly dumpster
service” and battles the existing stereotypes
with small, maneuverable trucks that are
washed every day, walk-in bins that are no
larger than a minivan and get refurbished
every three years, and drivers that wear
uniforms.
Half of its business comes from individual
home owners needing dumpsters, while the
other half of the client base is comprised of
contractors – nearly all of whom are doing
residential projects, too.
“Nobody had ever approached the
dumpster business that way,” said Ferracuti,
vice president of franchise recruiting for
That Franchising Group and general
manager of BinThereDumpThat.
“Dumpsterswere always designed to go into
commercial applications or new home
subdivision projects. So they were just big
andugly and it didn’tmatter.
“Once people start doing a remodel or a
renovation on their house, though, the
whole need is different. To put a big old rust
bucket in somebody’s driveway with a great
big truck that canbarelymaneuver itsway
in there, it’s not designed to do that. We
designed everything to do just exactly that.
Ninety-nine percent of everything we do is
in somebody’s driveway or on the street or
laneway, something todowith your home.”
The concept was born 12 years ago in
suburban Toronto when a working general
contractor, Mark Crossett, was seeking a
better way to get rid of construction waste
from kitchen and bath renovations. He got
a truck with a hook/lift assembly attached
to the back and had a steel-fabricating
company build him four dumpster bins that
| BusinessWorld | 117
June-July 2014
