Winners of this year’s Franchise Excellence Awards gather for a group photo.

The Philippine Franchise Association (PFA) recently hosted the prestigious Franchise Excellence Awards (FEA) 2024 Awards Night at the SMX Convention Center-Manila, gathering the country’s leading franchise brands to honor their exceptional contributions to the Philippine franchising industry. The event was graced by Department of Trade and Industry Secretary Ma. Cristina Aldeguer-Roque, who served as the guest of honor.

Now on its 25th year, FEA is the only awards for the franchising sector in the country. Its winners have become benchmarks for success in the industry many of which have conquered international markets. Through these awards, PFA aims to strengthen a culture of excellence, showcasing businesses that have demonstrated innovation, resilience, and adaptability while maintaining good ethical business practices.

DTI Secretary Ma. Cristina Aldeguer-Roque was guest of honor in the FEA 2024 Awards Night.

This year’s theme, “Ensuring Success Through Excellence and Sustainability,” underscores the importance of pursuing industry leadership while embracing a sustainability mindset. The awards emphasize the role of franchises in creating sustainable business models that drive long-term success for both franchisors and franchisees.

“FEA serves as a reminder that excellence is the driving force that propels the franchising industry forward,” said PFA President Joseph C. Tanbuntiong in his speech. “And in this crucial time in our history when environmental and social upheavals are becoming more frequent, excellence can only be impactful if it is driven by a sustainability mindset.”

Winners of the FEA 2024 were selected for their outstanding achievements in growth, operational excellence, and positive impact on community. Their success stories reflect the dynamic nature of franchising in the Philippines and its role in driving inclusive economic growth.

Aside from the franchisor and franchisee winners, FEA 2024 also bestowed the Chairman’s Award to two individuals who have contributed to the growth and development of the Philippine franchising sector. These were Go Negosyo Founder Jose Ma. “Joey” A. Concepcion III and international franchising guru Greg Nathan who have facilitated several Certified Franchise Executive (CFE) programs for PFA.

The franchisor award categories up for grabs were: Outstanding Filipino Franchise Award, International Master Franchise Award, Most Promising Filipino Franchise Award, Best Marketing Campaign Award, Innovative Excellence Award, and Sustainability Award.

The Outstanding Filipino Franchise Award honors Filipino franchises that have become benchmarks in national market penetration through excellent franchise operations and good corporate governance. The International Master Franchise Award, meanwhile, recognizes international franchises, which have become benchmarks in franchise operations, particularly in the sustained growth in sales, expansion and employment.

The Most Promising Filipino Franchise Award is granted to a homegrown franchise under the micro, small, and medium enterprises (MSMEs) category that are seen with the potential to become a major player in the Philippine franchising sector.

The Best Marketing Campaign Award franchise celebrates companies with a successful and effective marketing program that contributed significantly to the growth of their companies and, overall, to the advancement of the franchising sector.

The Innovative Excellence Award recognizes franchise brands that have exhibited remarkable agility, successfully pivoting or implementing innovative strategies. The award also acknowledges the resilience of franchisors that have navigated challenges effectively to sustain their business.

Lastly, the Sustainability Award highlights outstanding sustainable developmental programs and initiatives instituted by PFA member companies that impact positively on their primary and secondary stakeholders.

The FEA franchisor awardees for this year were 7-Eleven; But First, Coffee; Chatime; Chowking; Dr. Carl Balita Review Center; Famous Belgian Waffles; Grainsmart; Greenwich; Health Screen Laboratory and Diagnostic Center; Mang Inasal; Master Siomai; Potato Corner; Shakey’s; and Toby’s Sports.

FEA 2024 also recognized franchisees who were exceptional in the way they managed their stores towards growth and profitability. The lone international franchisee award went to William Xu, Potato Corner franchisee in Myanmar. The regional franchisee awardees were: Enrico “Cholo” Francisco of Max’s Restaurant (NCR); Cecilia Pua Phee of Max’s Restaurant (North Luzon); Pablo Olivarez II of Yellow Cab (South Luzon); and Anniebeth Gapido of Dr. Carl Balita Review Center (South Luzon) and Abdullah Guinda, Dr. Carl Balita Review Center Cotabato (Mindanao). Among the regional awardees, Mr. Francisco was voted National Franchisee Awardee.

Those who have won a category award a second time were inducted into the Hall of Fame. These awardees are Famous Belgian Waffles, Mang Inasal, Potato Corner and Shakey’s. For the franchisees, the Hall of Fame welcomed Ms. Phee of Max’s Restaurant and Ms. Gapido of Dr. Carl Balita Review Center.

FEA 2024 was made possible with the support of PWC-Philippines.

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