Awards and accreditations matter in franchising, but the most meaningful recognition often comes from within the network itself. A franchisor can talk about training, support, culture and communication, but the real test is whether franchisees feel those things in practice.
Do they feel listened to? Do they feel equipped to grow? Do they feel proud to be part of the brand? Here, Kevin Thackrah, Managing Director of Petpals, discusses why independent franchisee feedback is one of the clearest measures of a strong franchise network.
There is a lot that goes into building a successful franchise system. The business model must be commercially sound, the brand must be clear, and the operational framework must give franchisees a strong foundation. But none of that works properly unless the relationship between franchisor and franchisee is built on trust.
That relationship starts long before someone launches their business. It begins during those early conversations, continues through training and onboarding and then should keep evolving as the franchisee grows in confidence. Support cannot just be strong at the start and then fade into the background. Franchisees expect it to be consistent, accessible and relevant at every stage.
That is why independent franchisee satisfaction feedback matters so much. It gives franchisors an honest view of what is working, where support is landing well and where there may be opportunities to improve. It also gives prospective franchisees something incredibly valuable: reassurance from the people already inside the network.
At Petpals, we have once again been recognised with 5-Star Franchisee Satisfaction status by WorkBuzz, following an independent survey measuring franchisee satisfaction across areas including training, support, leadership, communication, culture and overall satisfaction.
For us, achieving that status for the second year running is something we’re incredibly proud of, not because it gives us a badge to talk about, but because it reflects the experiences of our franchisees. They’re the people living and breathing the business every day, so their feedback carries real weight.
One result that particularly stood out was that 100% of new or recently onboarded franchisees rated our initial training and support positively. That matters because joining a franchise is a big step. Even with an established brand behind you, moving into business ownership can feel daunting. Those early weeks and months shape confidence, habits and expectations, so getting that stage right is essential.
But initial training is only part of the picture. A strong franchise network also depends on culture. Franchisees need to feel motivated, proud and confident that head office cares about the things that matter to them. Our latest survey showed positive results across those areas too, with franchisees reporting that they are motivated to go the extra mile for customers, proud to be part of Petpals and feel head office responds to the issues that are important to them.
For me, that is where the real value sits. Franchise support is not just about answering questions or providing documents. It is about creating an environment where people feel they belong, where they can speak openly and where they know support is there when they need it.
That does not happen by accident. It takes continual investment, regular communication and a willingness to listen. Over the years, we have developed our support around what franchisees actually need day to day, from tailored business coaching and accredited pet care training to marketing guidance and opportunities to learn from industry specialists.
Our recent online mid-year conference was a good example of that approach in action. It gave franchisees a practical check-in point halfway through the year, with business updates, marketing advice and specialist insight designed to help them keep building momentum. Sessions covered changing media habits, creating engaging video content and identifying local PR opportunities.
Those moments of connection can make a big difference. Running a local business can be hugely rewarding, but it can also be busy and demanding. One of the strengths of franchising is that business owners do not have to do it alone. They have access to a wider network, shared knowledge and people who understand the realities of the role.
For prospective franchisees, satisfaction scores should be part of the decision-making process. A franchise agreement is a long-term commitment, so it is important to look beyond the headline opportunity and understand the culture behind it. Speaking to existing franchisees, asking about support and looking at independent feedback can all help build a clearer picture of what life in the network is really like.
For franchisors, the same feedback should be treated as a responsibility. Positive results are encouraging, but they should never be a reason to stand still. They should be used as a benchmark and a reminder to keep improving, because the needs of franchisees change as the market changes.
As Petpals celebrates its 25th year, this recognition feels especially meaningful. Longevity in franchising is not just about how long a brand has existed. It is about whether the network still feels supported, valued and confident in where the business is heading.
For us, franchisee satisfaction is not a box to tick. It is one of the clearest signs that the relationship at the heart of the franchise is working, and when that relationship is strong, the whole network is stronger for it.
