Meticulous Maids was the first home-cleaning franchise to operate in New Zealand. It started in 1993 ‘to meet the needs of the growing numbers of two income families, single heads of households and career orientated professionals too busy to do their own housework.’ Under the franchise system, cleaners could run their own businesses under the umbrella of Meticulous Home Services. More than 30 franchises were operating in 2009, and many of the franchisees were married couples who did the cleaning jobs together. Other franchises have followed, such as Mobile Mums, whose advertised service includes meal preparation and party clean-up, and Home Instead, which is aimed at helping senior citizens stay in their homes.