The Canadian Franchise Association (CFA) has announced the winners of the 2025 CFA Recognition Awards. The awards were presented during the Recognition Awards Luncheon on Sunday, April 6 at the CFA National Convention at Sheraton Fallsview, Niagara Falls, Ontario.
CFA Recognition Awards honour individuals and CFA member companies for their outstanding achievements, philanthropic endeavours, and contributions to the Canadian franchise community. Nominations are solicited from CFA members across Canada and winners are selected by a committee based on merit.
“The CFA Recognition Awards celebrate individuals and companies for their significant achievements and continuous contributions to the franchise community,” says the CFA’s President and Chief Executive Officer, Sherry McNeil.
“We congratulate all the winners on their outstanding achievements. The CFA Recognition Awards celebrate those who have made a lasting impact on the Canadian franchising community through their dedication and contributions. These awards honour the outstanding achievements of this year’s winners and their commitment to Growing Together®.”
A list of all the CFA award recipients can be found here.
The recipients of the 2025 CFA Recognition Awards are:
Category: Hall of Fame Award | Recipient: Pet Valu
In recognition of Pet Valu’s outstanding performance, significant business presence, and exceptional service. With over 800 locations across Canada, Pet Valu has become Canada’s leading retailer in the pet specialty retail sector, offering high-quality products and exceptional customer service. It maintains an excellent social corporate presence, expressing dedication to animal welfare through partnerships with rescues and adoption programs: the brand raised more than $4 million through fundraising efforts in 2024. Continued growth is on the horizon, as the brand has recently opened distribution centres in Surrey, British Columbia, and Brampton, Ontario, the largest of their kind in Canada, bringing up to 150 skilled jobs to those local neighbourhoods.
About the CFA Hall of Fame Award:
Presented in recognition of outstanding performance by a franchise company over a significant period. Winners typically will have high brand recognition (on either a regional or national scope) and will generally be recognized for their solid business performance. They will exhibit leadership in the franchise community in many ways including helping to encourage excellence by sharing best practices, participating in speaking engagements, being willing to mentor new franchisors, and raising the profile of the franchise business model.
Category: Lifetime Achievement Award | Recipient: Patti Hone
In recognition of Patti Hone’s outstanding contributions, leadership, and impact on the franchise industry. Patti Hone has been a significant driving force in the growth and development of the Canadian Franchise Association and the franchise industry at large. Having served on the CFA Board of Directors for eight years, she has made instrumental contributions to the Franchise Support Services (FSS) Committee and played a key role in shaping CFA Marketing Day events, showcasing her leadership and influence.
About the CFA Lifetime Achievement Award
This award recognizes exceptional achievement and contribution to Canadian franchising and the community at large through demonstrated excellence throughout one’s lifetime and career in franchising. This award typically honours an individual who may be a franchisor, franchisee, or a support services provider. Hallmarks of excellence include a significant level of profile and leadership recognition within the franchise community, speaking engagements, published articles, mentorship, and being an ambassador for franchising.
Category: Outstanding Corporate Citizen Award | Recipient: Sunset Grill
In recognition of Sunset Grill’s support of social services and commitment to life-saving cancer research. With more than 100 franchise locations across Canada, the brand is also primed to expand into the U.S. and beyond. The brand also gives back to its community, most notably through its annual Pancake Tuesday Fundraiser. Every year, Sunset Grill serves its signature buttermilk pancakes for $2, with proceeds going to the Canadian Cancer Society to fund programs and research and to raise awareness for the cause. Since the launch of the initiative in 2009, Sunset Grill has raised more than $250,000 to support Canadians living with cancer and life-saving research.
About the CFA Outstanding Corporate Citizen Award
Given to a franchise system that has demonstrated genuine and ongoing concern and support for a community or social service group(s). Award recipients are selected based on their philanthropic innovation, support, and impact to the community whether on a local, regional, national, or global scale. Elements taken into consideration include involvement throughout the franchise system and integration into the corporate culture, profile given to the support recipient organization(s), sustainability, innovation in fundraising, demonstrated benefit to the community, and amount of funds raised.
Category: Diversity and Inclusion Champion Award | Recipient: Pizza Pizza
In recognition of Pizza Pizza’s significant strides to ensure meaningful representation through its post-pandemic focus on developing its workforce. With the development of a diversity and inclusion council in 2021, Pizza Pizza has continued to ensure its promotion of an equitable workplace. A staff survey revealed that 96% of respondents rated the company favourable in diversity, 95% favourable in equity, and 94% favourable in inclusion.
About the CFA Diversity & Inclusion Champion Award
Recognizes a company or individual for extraordinary leadership and contribution towards improving and promoting diversity and inclusion within their workplace and the franchise community in Canada.
Category: Distinguished Franchise Support Services/Supplier Award | Recipient: Reshift Media
In recognition of Reshift Media’s unwavering commitment, cutting-edge solutions, and deep impact on the industry. Reshift Media’s involvement in various CFA programs, from speaking at events to website maintenance, has demonstrated its commitment to growing the Canadian franchise industry and the CFA at large. Reshift has expressed its skills and dedication to the franchise community in developing World Franchise Council programming, including website development and information sessions in conjunction with the CFA. Their support has led to the development of the inaugural World Franchise Day, set to occur on June 11, 2025, and further enhancing the presence of franchising in communities around the world.
About the CFA Distinguished Franchise Support Services/Supplier Award
Recognizes a person or company for their efforts and contributions in supporting the franchise industry and the Canadian Franchise Association at large.
Category: Volunteer Leadership Excellence Award | Recipient: Peter Viitre
In recognition of Peter Viitre’s exceptional dedication, leadership, and service. Through his work with the CFA, Peter has mentored franchise professionals, shaped industry best practices, and advocates for franchising excellence. As a longstanding member of the Government Relations Committee, Peter has taken up key roles, including as first pen in the Arthur Wishart Act submission to the provincial government. He is also Chair of the Policy subcommittee and has been a vocal presence at the CFA’s annual Franchise Awareness Day, reiterating the necessity of franchise policymaking at all levels of government. He also acts as a speaker at CFA and industry events, generously sharing his legal expertise when called upon, and further strengthening the franchise community through his experienced guidance.
About the CFA Volunteer Leadership Excellence Award
In the spirit of passion for franchising and the Association, this award is given to an individual who, through their volunteer activities and work as an ambassador for franchising, helps the CFA grow, evolve, and deliver on its Purpose and Mission.
The Canadian Franchise Association (CFA) helps everyday Canadians realize the dream of building their own business through the power of franchising. The CFA advocates on issues that impact this dream on behalf of more than 600 corporate members and over 40,000 franchisees from many of Canada’s best-known and emerging franchise brands. Beyond its role as the voice of the franchise industry, the CFA strengthens and develops franchising by delivering best-practice education and creating rewarding connections between Canadians and the opportunities in franchising. Franchising is the 12th largest industry in Canada and franchised businesses contribute over $120 billion per year to the Canadian economy, creating jobs for almost two million Canadians.
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The 2025 CFA Recognition Awards highlight the outstanding contributions of Canadian franchise leaders like Pet Valu, Sunset Grill, and Pizza Pizza. These companies are not only excelling in business but also making a significant impact through social responsibility and diversity initiatives. It’s great to see the franchise industry prioritize both growth and community involvement.