E34: The EF100 Rankings! With Scott English
Hosts: Michael Hyam and Liane Caruso of Franchise Assembly
Guests: Scott English, Founder and Global Brand Director of Elite Franchise
When most people think of franchise rankings, they picture a numbers game—biggest revenue, most locations, fastest growth. But what if there was a different way to measure franchise success? A system that looked beyond pure metrics to evaluate the heart and soul of what makes a franchise truly exceptional?
That’s exactly what Scott English and his team at Elite Franchise have created with the EF100—and the results are reshaping how we think about franchise recognition.
Podcast Summary: Scott English Shares Details on the EF100 Rankings
The Accidental Franchising Journey
Scott English’s path into franchising reads like many success stories in the industry: completely unplanned. Starting from a background in general business publishing, English stumbled into franchising when a team member suggested they reach out to franchisors for advertising opportunities.
“I literally fell head over heels for it,” English recalls. “It was like a eureka moment. I could have run out in the street and shouted and tell everyone—hold on a minute, you know, 50% of startups fail, did you know that it doesn’t have to be that way?”
This passion for the franchise model as a solution to business failure became the driving force behind Elite Franchise’s mission to showcase and celebrate the best the industry has to offer.
Beyond Numbers: A New Framework for Success
The EF100 emerged from a simple observation: existing franchise rankings were predominantly tied to specific organizations or publications, leaving no truly national, independent recognition system. More importantly, they focused almost exclusively on financial metrics.
“That might have been like that 20, 30 years ago, but it’s very different nowadays,” English explains. “People buy for different reasons now—it’s all about purpose.”
The Five Pillars of Franchise Excellence
The EF100 evaluates franchises across five distinct criteria:
1. Numbers & Longevity
Traditional metrics still matter—franchisee count, closures, and operational history provide important baseline data about system stability and growth.
2. Community Contribution
How does the franchise give back? This includes charitable work, community involvement, and the broader economic impact on Canada.
3. Franchisee Support
Perhaps the most critical factor for long-term success: mentoring, training, ongoing support systems, and the entire franchisee journey from onboarding to exit.
4. Innovation
This encompasses everything from AI integration and technology adoption to diversity and inclusion initiatives, sustainability efforts, and competitive differentiation.
5. Future Vision
Realistic expansion plans, growth targets, and strategic vision for the next five years—balancing ambition with achievability.
Levelling the Playing Field
One of the most revolutionary aspects of the EF100 is how it enables emerging brands to compete directly with established giants. A three-unit children’s franchise can potentially rank higher than McDonald’s if they excel in innovation, community contribution, or franchisee support.
“The great thing about it is it enables emerging franchise brands to compete with long-established brands, because it’s all about purpose, and what they do, and how they operate,” English notes.
This approach has already proven successful in the UK, where the EF100 has operated for nearly 14 years and has become what English describes as “a force” and “a movement” rather than just a ranking system.
Why are the EF100 Rankings Coming to Canada?
Elite Franchise’s expansion to Canada wasn’t random—it was strategic. Despite Canada having 20 million fewer people than the UK, the franchise market size is remarkably similar. More importantly, Canada has a higher density of franchise opportunities, particularly in the QSR (Quick Service Restaurant) sector.
The immigration factor also played a role: “It’s huge immigration going into Canada, which, you know, some can deem as a good or bad thing, but for franchising, more numbers, more population, more business.”
Beyond the Rankings: Real-World Impact
The true value of the EF100 extends far beyond the annual list. Winners gain:
- Instant credibility for recruitment and marketing efforts
- PR opportunities through regional, industry, and national media
- Additional recognition through specialized awards (Diversity & Inclusion, Sustainability, Emerging Franchisor of the Year)
- Rising Star status for year-over-year improvements
- Networking opportunities within a community of excellence-focused brands
But perhaps most importantly, even non-winners benefit from the comprehensive self-evaluation process.
Using the EF100 Rankings Application as Strategic Exercise
“If you are in the senior management team, or you’re a core part of the franchise, filling in that form should be a really good exercise,” English emphasizes. “It gets you to actually write and think about all the different areas of the system and the franchise.”
Many applicants report that the process itself generates new ideas and identifies improvement opportunities. Questions about AI integration, community contribution, or innovation strategies often spark internal discussions that wouldn’t have happened otherwise.
Advice for Emerging Brands
For newer franchises hesitant to compete against established giants, English’s message is clear: “Don’t think you’re not big enough.”
His recommendations for emerging brands include:
- Lead with your story: Focus on purpose, culture, and what makes your brand unique
- Highlight your innovation: New brands often move faster and implement cutting-edge solutions
- Be authentic: Don’t try to sound corporate—show your passion and vision
- Take the process seriously: Involve your team and spend time crafting thoughtful responses
- Apply anyway: “You gotta be in it to win it”
Industry Trends and Future Outlook
From his unique vantage point, English observes several key trends reshaping franchising:
- Technology integration: AI and digital tools are becoming central to franchise operations
- Diversified sectors: More industries are adopting franchise models, moving beyond traditional QSR dominance
- Purpose-driven business: Franchisees increasingly seek brands aligned with their values
- Enhanced training systems: Digital transformation has elevated support and training capabilities
The Bigger Picture
The EF100 represents more than just another awards program—it’s part of a broader movement toward recognizing and celebrating ethical, purpose-driven franchising. By providing a platform that values innovation, community impact, and franchisee support alongside traditional metrics, it’s helping to elevate industry standards.
“We’re trying to create something that’s great for the community, that showcases ethical franchising, that people believe in,” English explains. “What it does is it creates a massive noise for franchising and brings people in that hadn’t thought about it before.”
Getting Involved In the EF100 Rankings and Program!
For franchise brands interested in participating, the process is straightforward and, notably, completely free. Applications can be downloaded from the Elite Franchise Canada website, and the team encourages involving department heads to ensure comprehensive responses.
The message is simple: whether you make the list or not, the exercise of evaluating your franchise against these comprehensive criteria provides valuable insights that can drive meaningful improvements.
In an industry often criticized for focusing too heavily on financial metrics, the EF100 offers a refreshing alternative—one that recognizes the full spectrum of what makes franchising a powerful business model for both franchisors and franchisees.
The EF100 application period runs annually, with rankings released followed by a recognition gala celebrating winners and category award recipients. For more information or to apply, visit the Elite Franchise Canada website or connect with Scott English directly on LinkedIn.
Listen to the full episode now to hear more from Scott and the LFG Podcast team!
