EUROPEAN BUSINESS SERVICES

Research evidence excerpt

EUROPEAN BUSINESS SERVICES

2 July 2026

European Business Services

Rentokil vs Rollins: Strategy & Tactics in North America Pest

Brand architecture remains a core point of divergence between Rentokil and Rollins, Will Kirkness

+44 20 7676 8355 shaping go-to-market effectiveness. Rentokil operates a highly fragmented multi-

will.kirkness@bernsteinsg.com brand portfolio (30+ brands driving ~90% of revenues + 220 smaller branches), with

Terminix and Rentokil accounting for ~74% of sales but with meaningful contribution from

Connor Cerniglia, CFA regional brands such as Ehrlich and Western Exterminator. In contrast, Rollins’ portfolio

+1 917 344 8472

connor.cerniglia@bernsteinsg.com (60+ brands) is far more concentrated operationally, with Orkin representing ~50–60% of

locations and acting as a dominant national platform. Increasingly, Rentokil is pivoting away

Filippo Giardini from earlier plans to consolidate branding and is instead embracing a multi-brand strategy

+44 20 7762 4723 to maximise local lead generation and SEO presence, whereas Rollins continues to leverage

filippo.giardini@bernsteinsg.com

brand strength alongside tighter operational standardisation.

Bridget Alkin Sales strategy is increasingly converging on data-driven, multi-channel customer +1 917 344 8359

bridget.alkin@bernsteinsg.com acquisition, with execution becoming the key differentiator. Both companies deploy

a mix of door-to-door (D2D), digital inbound marketing, and technician-led upselling, but

with varying emphasis. The industry has evolved from volume-based canvassing to highly

targeted, data-led territory selection, while digital channels (local SEO, reviews, search

visibility) now drive the majority of new residential leads. Rentokil is rebuilding its sales