Thresher Group recently announced that franchising its previously company-owned stores has had a galvanising affect on turnover, citing the reasons behind the improved performance as the increased commitment and dynamism of franchisees.

This anecdotal evidence supports the findings of the British Franchise Association (bfa)'s research into the preference consumers show for franchised against independently owned stores (45 per cent would first try out a franchised store while only 23 per cent prefer non-franchised stores). Spurred on by these findings, the bfa is launching its 'Proud to Franchise' campaign, which aims to "celebrate and highlight the benefits to customers of dealing with ethical franchised brands operating in the UK today". By enrolling in the campaign, bfa member franchisors will encourage their franchisees to promote themselves as a franchised business instore, online, to the local community, on vehicles, in their company literature and to the media.

The bfa's Dan Archer comments: "Franchising allows the perfect combination of big company best practice delivered passionately by dedicated local business owners. This mix of good practice and great client focus enables customers to experience a consistent level of service which is rooted in a closer customer relationship. In a time when the service received by customers is regularly questioned, the fact that in most franchise businesses the customer is closer to the owner, should be recognised for the benefit that it brings.

"At one level 'Proud to Franchise' is just about franchisees changing the language that they use to describe the business or themselves, so 'Franchised Outlet' or 'Franchise Owner'. It could however, also involve the 'Proud to Franchise' logo being used on adverts, press releases being sent out or stickers being placed in their windows or on their vans."

The Franchise Magazine supports all efforts to promote the profile of franchising in the UK. The franchise industry as a whole achieved almost double the growth of the national economy last year, and provides employment for over 370,000 people (see here for a statistical overview of franchising in the UK) as well as stimulating a climate of entrepreneurialism and encouragement of small business. If we can't be proud of that, what can we be proud of?