So I have gone to this tire shop since it opened and before that I went to the other tire shop that the owner of this shop ran. The fact that I get good service is the main reason I consistently come back to this shop.
So I waited while I got my winter tires swapped for all-seasons (aka my late spring, summer and early fall tires in this climate). While I was there, it was nice to see that the folks working at the counter are very knowledgeable and experienced and they were giving excellent customer service (both on the phone and to the other customers in the store).
My visit went smooth - I had booked an appointment a few days out, they were ready for me when I arrived, and left in good time. Most importantly, I trust that all the details were handled since I know the owner is super good at finding good staff, keeping them trained and motivated, and keeping them long term.
P.S. This shop offers (and routinely suggests) that you get your wheel nuts (or wheel screws for German car owners) re-torqued after 50-70 kms. Be safe!