To be eligible for the CFA Awards of Excellence in Franchising or the Franchises’ Choice designation, franchise systems and their franchisees must participate in a confidential electronic survey. The survey takes about 15 minutes to complete and asks franchisees to rate their franchisors in areas such as leadership, training, support, communication, operations and marketing. Franchisors are also invited to complete the survey. The results of the franchisor’s self-assessment survey are included in the benchmark reports as a comparison to their franchisees responses. They are not included in the scores of the survey.
Once the franchisor has registered, the franchisor provides an electronic contact list of all franchisees for their participating franchise brand(s) to The Portage Group, the third-party research firm. The survey is then e-mailed to all franchisees. The submitted electronic contact list of franchisees is used by The Portage Group for the sole purpose of administering the CFA Awards in Franchising program.
The results for both the CFA Awards of Excellence in Franchising and the Franchisees’ Choice designation are calculated from the franchisee’s assessment. Scoring is based on a scale of 1 to 10 to provide a granular assessment and to enhance the value and accuracy of the individual and benchmark reports for franchisors.
The CFA Awards of Excellence in Franchising winners and Franchisees’ Choice designees are announced during the CFA National Convention.