The CFA’s Recognition Awards celebrate individuals and franchise systems for their outstanding achievements, philanthropic endeavours, and contributions to the franchise community.
There are six categories to this award. CFA members can enter or can be nominated.
The CFA Recognition Awards celebrate individuals and companies for their significant achievements and continuous contributions to the franchise community. Franchising is a collaborative effort involving the support of one another in reaching our goals. The esteemed CFA Recognition Awards celebrate the dedication and commitment of individuals and companies who have contributed to the growth and strength of the Canadian franchising community and for their ongoing commitment to Growing Together®. We congratulate all the winners on their outstanding achievements.
Sherry McNeil, President and Chief Executive Officer, Canadian Franchise Association.
Winners of the awards will be recognized at the CFA’s Recognition Awards Luncheon during the CFA National Convention on April 6, 2025, at the Sheraton Fallsview in Niagara Falls, Ontario.
Here are the 2025 CFA Recognition Award Winners
Hall of Fame Award (available to Franchise Systems only): Pet Valu
In recognition of Pet Valu’s outstanding performance over many decades in the Canadian franchise community and its demonstration of exceptional business performance, leadership, and growth.
With over 800 locations across Canada, Pet Valu has become Canada’s leading retailer of pet food and pet-related supplies, offering knowledgeable customer service, a premium product offering, and engaging in-store services. Its pet-friendly locations offer services such as grooming, adoption, and do-it-yourself dog wash stations. Pet Valu is deeply committed to giving back and, through the Companions for Change program, collected more than $4.1 million in monetary and product donations in 2024 for Canadian animal rescues, shelters, and charities. The philanthropic program also helped find forever homes for more than 4,600 homeless pets across Canada last year. Pet Valu’s leadership in the pet care space has led to collaborations with apparel, real estate, and media organizations to create tools and content for pet lovers.
Continued growth is on the horizon, as the brand has recently opened distribution centres in Surrey, B.C. and Brampton, Ontario, the largest of their kind in Canada, and bringing up to 150 skilled jobs to those local neighbourhoods.
In recognition of the brand’s outstanding performance, significant business presence, and exceptional service, Pet Valu is the deserving recipient of the Hall of Fame Award.
Lifetime Achievement Award (available to Franchise System and Franchise Supplier Professionals): Patti Hone
In recognition of her exceptional and significant contribution and commitment to franchising in Canada and abroad, demonstrating vision, leadership, and excellence throughout her career.
Patti Hone has been a significant driving force in the growth and development of the Canadian Franchise Association and the franchise industry at large. Serving 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.
With more than 35 years in the advertising industry, she has experience managing and directing agency projects and improving brands’ marketing and communications services. Her expertise has also made her a popular speaker at conferences, tradeshows, and industry events, covering topics like branding, system growth, and customer service.
For her outstanding contributions, leadership, and impact on the franchise industry, Patti Hone is the deserving recipient of the 2025 Franchise Lifetime Achievement Award.
Outstanding Corporate Citizen Award (available to Franchise Systems only): Sunset Grill
In recognition of Sunset Grill’s demonstrated commitment to community, hospitality, youth involvement, and generosity.
Sunset Grill is a Canadian-founded, full-service restaurant franchise that serves breakfast and lunch options, and a pioneer of all-day breakfast service. The brand’s warm, homestyle atmosphere adds to the ambiance of its California-style breakfast meals. 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. A $2 contribution is made from each pancake sold.
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.
Beyond this flagship initiative, Sunset Grill engages in food donation programs, local charity partnerships, and sustainability efforts, including responsibly sourcing its products and ingredients. The brand is also working to transition to 100% cage-free or enriched eggs by 2029.
For its support of social services and commitment to life-saving cancer research, Sunset Grill is the deserving recipient of the Outstanding Corporate Citizen award.
Diversity & Inclusion Champion Award (available to Franchise Systems Professionals & Companies): Pizza Pizza
In recognition of Pizza Pizza’s exceptional leadership and contribution towards promoting diversity, equity, and inclusion in the Canadian franchising community.
Pizza Pizza has made significant strides to actively ensure an inclusive workplace. With the development of a diversity and inclusion council in 2021, Pizza Pizza continues to drive impactful programs and community partnerships. These initiatives provide employees with opportunities to learn, engage, and contribute to a workplace where everyone feels valued and heard.
An employee survey revealed that 96% of respondents rated the company favourable in diversity, 95% favourable in equity, and 94% favourable in inclusion.
Beyond internal efforts, Pizza Pizza actively supports diverse communities across Canada through key initiatives. The company has been a dedicated supporter of Pride organizations in Montreal, Vancouver, and Toronto for over 25 years. Additionally, Pizza Pizza made history by becoming the first quick service pizza partner of the Professional Women’s Hockey League (PWHL), demonstrating its commitment to gender equity in sports.
The brand’s Everybody Deserves Pizza campaign is a touchpoint that highlights Pizza Pizza’s connection with its diverse customer base. In recognition of its strides to create a more inclusive and diverse franchise industry, both within and outside the brand, Pizza Pizza is the deserving recipient of the Diversity & Inclusion Champion award.
Distinguished Franchise Support Service/Supplier (available to Franchise Supplier Professionals & Companies): Reshift Media
In recognition of Reshift Media’s exceptional efforts and contributions in supporting the Canadian franchise community through extraordinary involvement in CFA supplier and educational programs.
Since 2012, Reshift Media has been fuelling franchise growth in Canada and around the world. The company’s in-house team supports more than 200 franchise clients in 22 countries with software development, social media, influencer marketing, search, and website/mobile development. Reshift continually pushes the franchise marketing envelope, embodying the company’s mission to relentlessly innovate to develop digital marketing strategies, processes, and technology custom-tailored to the specific needs of franchise organizations. The Reshift team is heavily involved in the franchise community and has been instrumental in growing the digital presence of the CFA.
Co-founder Kirk Allen has lent his expertise to various roles within the CFA, including chairing the FSS Committee, being a member of the Board of Directors and Executive Committee, and a National Sponsor. 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 Media has received laudations from across the franchise industry for its efforts, including being voted the World’s Best Franchise Marketing Firm in 2023, 2024, and 2025 at the Global Franchise Awards, ranked #1 in the marketing category of Entrepreneur’s 2024 Top Franchise Suppliers, and declared 2024 Marketing Disruptor of the Year by the International Business Awards.
Reshift Media further expressed its skills and dedication to the franchise community in providing assistance for the development of World Franchise Council programming, including website development and information sessions. 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.
For its unwavering commitment, cutting-edge solutions, and deep impact on the industry, Reshift Media is the deserving recipient of the 2025 Distinguished Franchise Support Service/Supplier award.
Volunteer Leadership Excellence Award (available to Franchise System and Franchise Supplier Professionals): Peter Viitre, Sotos LLP
In recognition of his dedication and contributions in volunteer leadership, as a CFA ambassador, and in service to the CFA member community.
As the head of Sotos LLP’s corporate and commercial group, Peter Viitre oversees all franchise merger and acquisition transactions, including the purchase and sale of franchise systems. Peter provides advice on all aspects of franchising, from the preparation of legal documents to regulatory compliance, to helping franchisors manage the franchise relationship, to the commercial aspects of dispute resolution and termination.
He also consistently gives his time, expertise, and passion to supporting the growth and success of franchising in Canada. Over his career spanning more than 30 years, Peter’s volunteer leadership has seen him serve as Chair of the Ontario Bar Association’s Franchise Law Section and as a member of the Ontario government’s Business Law Advisory Council, which advised the government on changes to the province’s commercial legislation, including the Arthur Wishart Act. He also counsels business owners and investors, including private equity firms, on non-franchise purchase and sale transactions and has played a leading role in deals of varying size and complexity involving companies in various industries, on both national and international levels.
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 has also 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. Sotos LLP also supports the CFA’s programming year-round as a CFA National Sponsor.
For his exceptional dedication, leadership, and service, Peter Viitre is the deserving recipient of the 2025 Volunteer Leadership Excellence Award.
The 2025 Recognition Awards program is sponsored by The UPS Store Canada.