Franchise Update Magazine Issue IV, 2012 | Page 48

Grow Market Lead

By Michele Chandler

All STARs!

Recognizing excellence in franchise recruitment

W

hat makes a franchise All-STAR? A passion
for excellence. That’s the premise behind the
STAR Awards (Speaking To And Responding), presented annually at Franchise Update’s
Leadership & Development Conference, held October 3–5 in
Atlanta. The awards recognize franchise companies for best
practices in lead generation, follow-up, and recruitment practices.
STAR Award recipients are scored and rated based on results compiled by mystery shoppers who pose as qualified prospects and contact franchisors by phone and online. Franchise
recruitment websites were also analyzed by online experts.
(See page 42, where this year’s mystery shoppers discuss their
methodology and experience.)
This year, mystery shoppers called 116 franchisors and
submitted applications on 81 franchisor websites to