This is a platform that recognizes the country’s best-managed companies which are benchmarks for all franchising businesses. FEA brings the standard of franchisors to a higher level, both in terms of business operations and ethical practices, thus, positioning the franchises as forerunners in the growth and development of the franchising sector.

FEA nominees are judged based on a carefully crafted set of criteria: These include the franchise concept’s franchise program, sales and marketing program, franchising operating system, corporate social responsibility, as well as ethical practices and reputation. The deciding factors include the growth and financial performance / profitability of each nominee.

Launched in 1998, FEA encourages further development of franchise companies both domestic and international markets and actualizes the following objectives: to promote and sustain the growth of franchising as a tool for national development; to empower and professionalize homegrown franchises and top performing master franchises to be able to meet world-class standards; and to actively promote Filipino franchises internationally.

FEA is a joint partnership between the PFA, Department of Trade and Industry (DTI) the Philippine Chamber of Commerce and Industry (PCCI), and the Philippine Retailers Association (PRA).

Franchisee of the Year Award
- Open to all franchisees with single or multiple outlets with a nominating franchisor. 
- Successful Franchise Operations with a minimum of two (2) consecutive years.

Criteria:
Growth Indicators & Performance – 25%
Franchisor-Franchisee Relationship – 25%
Innovation – 20%
Local Store Marketing – 20%
Corporate Social Responsibility – 10%

Franchise Marketing Campaign Award
- Minimum of three (3) years in franchise operations. 
- The company must have a successful and effective franchise marketing program that contributed significantly to the franchise growth of the company and to the advancement of the franchising industry.

Criteria:
Franchise Program – 20%
Marketing Campaign – 30%
Effectiveness of Campaign – 30%
Franchise Growth Performance – 20%

Most Promising Filipino Franchise
- Must be homegrown in concept and originally incorporated in the Philippines.
- Minimum of three (3) years in existence and two (2) successful years in franchise operations
- With an asset size of Php 3,000,001 and above

Criteria:
Growth Indicators / Performance – 20%
Franchise Program – 20%
Sales & Marketing – 20%
Reputation – 15%
Franchise System Development – 15%
Corporate Social Responsibility– 10%

International Master Franchise Of the Year Award
- Minimum of five (5) years in franchise operations in the Philippines.
- The master franchisor must also have five (5) years franchise operations from the country of origin.
- The company must have a stable, credible, and excellent reputation both here and abroad.

Criteria:
Growth Indicators / Performance – 20%
Franchise Program – 20%
Sales & Marketing – 20%
Reputation – 15%
Franchise System Development – 15%
Corporate Social Responsibility – 10%

Outstanding Filipino Franchise of the Year Award
- Must be homegrown in concept and originally incorporated in the Philippines.
- Minimum of five (5) years in franchise operations   

Criteria:
Growth Indicators / Performance – 20%
Franchise Program – 20%
Sales & Marketing – 20%
Reputation – 15%
Franchise System Development – 15%
Corporate Social Responsibility – 10%

Global Filipino Franchise Concept Award
- Must be homegrown Filipino concept with minimum of five (5) years in franchise operations
- With at least 2 years of international operations (either as company-owned, joint venture or franchise-owned)    

Criteria:
International Market Penetration – 25%
Marketing – 25%
Operations – 30%
Sales & Financial Performance – 20%

1999

Jollibee - Outstanding Filipino Franchise of the Year - Food Category
Chowking - Most Promising Filipino Franchise of the Year - Food Category
Goldilocks - Most Promising Filipino Franchise of the Year - Food Category
Bench - Most Promising Filipino Franchise of the Year- Non-Food Category
McDonalds - International Master Franchise of the Year – Food Category

2000

Jollibee -Outstanding Filipino Franchise of the Year- Food Category (Hall of Fame)
Bench -Outstanding Filipino Franchise of the Year-Non-Food Category
Max’s Restaurant -Most Promising Filipino Franchise of the Year – Food Category
Mr. Quickie -Most Promising Filipino Franchise of the Year – Non-Food Category
Pizza Hut -International Master Franchise of the Year – Food Category
Guess -International Master Franchise of the Year – Non-Food Category

2001

Jollibee -Award of Distinction for a World-Class Filipino Franchise (Special Citation)
Chowking - Outstanding Filipino Franchise of the Year - Food Category
Bench - Outstanding Filipino Franchise of the Year - Retail Category (Hall of Fame)
Anonymous - Most Promising Filipino Franchise of the Year - Retail Category
Kameraworld - Most Promising Filipino Franchise of the Year - Service Category
McDonalds - International Master Franchise of the Year - Food Category (Hall of Fame)
Guess - International Master Franchise of the Year - Retail Category (Hall of Fame)
Informatics - International Master Franchise of the Year - Service Category

2002
 
Chowking - Outstanding Filipino Franchise of the Year - Food Category (Hall of Fame)
Potato Corner - Outstanding Filipino Franchise of the Year – Kiosk Category
Red Ribbon Bakeshop - Most Promising Filipino Franchise of the Year – Food Category
Pancake House - Most Promising Filipino Franchise of the Year - Food Category
Kamiseta - Most Promising Filipino Franchise of the Year – Retail Category
Netopia Internet Café - Most Promising Filipino Franchise of the Year - Service Category
Candy Corner - Most Promising Filipino Franchise of the Year – Kiosk Category
Informatics - International Master Franchise of the Year - Service Category (Hall of Fame)
I2I - International Master Franchise of the Year – Kiosk Category
   
2003   

Potato Corner - Outstanding Filipino Franchise of the Year – Kiosk Category (Hall of Fame)
Max’s Restaurant - Outstanding Filipino Franchise of the Year – Food Category
Crystal Clear Water - Outstanding Filipino Franchise of the Year - Service Category
Bayo - Most Promising Filipino Franchise of the Year - Retail Category
Reyes Haircutters - Most Promising Filipino Franchise of the Year - Service Category
Marks & Spencer -International Master Franchise of the Year - Retail Category

2004   
Max’s Restaurant -Outstanding Filipino Franchise of the Year – Food Category (Hall of Fame)
Crystal Clear Water - Outstanding Filipino Franchise of the Year – Service Category (Hall of Fame)
Pizza Hut - International Master Franchise of the Year – Food Restaurant (Hall of Fame)
Marks & Spencer - International Master Franchise of the Year - Retail Category (Hall of Fame)
Greenwich - Outstanding Filipino Franchise of the Year - Fast Food Category
                 Franchise Marketing Campaign of the Year
Goldilocks - Outstanding Filipino Franchise of the Year – Food: Specialty
Figaro Coffee - Outstanding Filipino Franchise of the Year – Food: Bar Café Category
Candy Corner - Outstanding Filipino Franchise of the Year – Kiosk Category
Kamiseta - Outstanding Filipino Franchise of the Year – Retail Category
Starbucks Coffee - Outstanding Filipino Franchise of the Year – Food: Bar Café Category
Islands Souvenir - Franchise Marketing Campaign of the Year - Retail Category
Reyes Haircutters - Franchising Marketing Campaign of the Year – Service Category
Dimsum ‘n Dumpling - Franchise Marketing Campaign of the Year – Kiosk Category   
The Coffee Experience - Most Promising Filipino Franchise of the Year - Food: Bar Café Category
Hotshots - Most Promising Filipino Franchise of the Year – Food Category
Plains&Prints - Most Promising Filipino Franchise of the Year – Retail Category
Bench Fix Salon - Most Promising Filipino Franchise of the Year – Service Category

Special Citations

Julies Bakeshop - For leading the small investor’s program contributing to the growth and development of micro businesses in the Philippines.
Tony Tan Caktiong, President, Jollibee - Global Franchise Excellence.

Franchisee of the Year Category

Informatics - Daniel A. Ongchoco, President, GNO Tech Resources Inc.
Jollibee - Ferdinand Hiranand, President, Harry-Joy Food Center, Inc.
       
2005   
Goldilocks Bakeshop - Outstanding Filipino Franchise of the Year (Hall of Fame)
                                Franchise Marketing Campaign of the Year – Food Category / Large Scale
Greenwich Pizza - Outstanding Filipino Franchise of the Year (Hall of Fame)
Pancake House - Outstanding Filipino Franchise of the Year - Restaurant Category
Netopia Internat Café - Outstanding Filipino Franchise of the Year – Service Category
Julie’s Bakeshop - Outstanding Filipino Franchise of the Year - Food Category
Folded & Hung - Most Promising Filipino Franchise of the Year - Retail Category
Brother’s Burger - Most Promising Filipino Franchise of the Year - Food Category
Candy Corner - Franchise Marketing Campaign - Kiosk Category
Bayo - Franchise Marketing Campaign – Retail Category
Julie’s Bakeshop - Franchise Marketing Campaign – Food: Category (Medium Scale)
Crystal Clear - Franchise Marketing Campaign – Service Category

Franchisee of the Year Category

Max’s Restaurant - Gail Santos, SC Foods Corporation - Food: Large Category
Julie’ Bakeshop - Florethel Hawak, Altrich Trading - Food: Medium Category
Mr. Quickie - Catherine Nisce, Nisce Enterprises - Service Category

2006   
Julie’s Bakeshop - Outstanding Filipino Franchise of the Year (Hall of Fame)
Pancake House - Outstanding Filipino Franchise of the Year (Hall of Fame)
Seaoil Phils. - Outstanding Filipino Franchise of the Year
Reyes Haircutters - Outstanding Filipino Franchise of the Year
Philippine Seven Corp. - International Master Franchise of the Year
Waffle Time - Most Promising Filipino Franchise
       
Franchisee of the Year Category

Julie’s Bakeshop - Carolyn Sy-Francisco
Max’s Restaurant - Maria Theresa Laus   
       
Special Citations

Ricardo Andres (Candy Corner)
Philippine Star – for its support to the Philippine franchise sector

2007   
Philippine Seven Corp. - International Master Franchise of the Year (Hall of Fame)
Reyes Haircutters- Outstanding Filipino Franchise of the Year (Hall of Fame)
Seaoil Phils. - Outstanding Filipino Franchise of the Year (Hall of Fame)
Red Ribbon Bakeshop - Outstanding Filipino Franchise of the Year
Shakey’s - Outstanding Filipino Franchise of the Year
Folded and Hung - Franchise Marketing Campaign of the Year
Julie’s Bakeshop - Franchise Marketing Campaign of the Year

Franchisee of the Year Category

Julie’s Bakeshop - Dr. Ed Escalona
Mr. Quickie - Anna Marie Punzalan
7-Eleven - Vincent Thel Querol


2008 and 2009 (10th Franchise Excellence Awards)
Global Filipino Franchise
1. Jollibee – Food Category
2. Bench – Retail Category
 
Outstanding Filipino Franchise
1. Red Ribbon Bakeshop – Food: Specialty Bakeshop Category (Hall of Fame)
2. Shakey’s – Food: Restaurant Category (Hall of Fame)
3. Waffle Time – Food: Kiosk Category

International Master Franchise
1. Body Shop – Retail Category

Most Promising Filipino Franchise
1. Teriyaki Boy – Food Category
2. The Generics Pharmacy – Retail Category

Franchise Marketing Campaign of the Year
1. 7-Eleven – Retail: Food Category
2. Seaoil Philippines – Retail: Non-Food Category

Regional Franchisee of the Year
1. Ma. Cecilia Pua Phee – Max’s Restaurant (Region 1)
2. Danny L. Tan – Shakey’s (Region VII)
3. Lucille Jimenez Cuasay – Julie’s Bakeshop (NCR)
4. Januario Ramos – Julie’s Bakeshop (Region III)
5. Joseph Sing Chua Kao – Waffle Time (Region XII)

National Franchisee of the Year
1. Ma. Cecilia Pua Phee – Max’s Restaurant
2. Lucille Jimenez Cuasay – Julie’s Bakeshop