The "Proud to Franchise" initiative was launched early last year to help franchisees celebrate and highlight the benefits to customers of dealing with ethical franchised brands operating in the UK today.

Proud to Franchise is an initiative from the British Franchise Association (bfa) that aims to raise the understanding of franchising amongst the population, by encouraging members and their franchisees to talk about the fact they are a franchised business.

In an independent survey carried out during 2006 by the bfa, respondents were asked about their preferences for purchasing goods or services from a franchised business versus a non-franchised business with the results highlighting a distinct favouritism towards franchised businesses. The majority – a massive 45 per cent – said that they would first try out a franchised business over a non-franchise.

The franchise awareness and preference survey was conducted during July and August 2006.

The survey was face to face UK residents between the ages of 18 to 55.

There has been a positive response to the campaign with many bfa member franchisors getting actively involved by including a presentation on the findings as part of their annual conferences or by making it a key part of franchisees regional days.

On a day-to-day basis franchising touches the lives of the vast majority of the population and has the potential to influence their purchase decisions.

If we educate the customers about franchising and the benefits of using a franchised brand, the combination of a franchisor's lead and the potential extra business could be the thing that leads to franchisees also being proud to be in franchising.