By Jay Westbury, CEO, Franchise Council of Australia
Franchising in Australia is at an important point in its journey.
Like many industries, we have faced a period of challenge, scrutiny and change. But what I am seeing across the country now is something far more powerful: an industry that has taken the time to rebuild, that is renewing its confidence, and that is refreshing how it tells its story.
At the Franchise Council of Australia (FCA), this theme of rebuild, renew and refresh has been more than a slogan. It has been a practical, deliberate reset for the organisation, for our members, and for how franchising is perceived by government, media and the broader community.
Rebuilding trust and foundations
Over the past year, the FCA has focused on strengthening its foundations so we can deliver consistently for members. That has meant financial discipline, clarity of purpose, and a relentless focus on advocacy, engagement and value. We are now operating from a far stronger base, with a clear strategic plan and the confidence to look forward.
Just as importantly, rebuilding has meant reconnecting with members across the entire franchise ecosystem of franchisors, franchisees, suppliers, advisers and service providers. Franchising only works when the whole system works together, and the FCA exists to bring that system together with credibility and leadership.
That reconnection has been visible at every level: national events, state chapter activity, industry roundtables, webinars and countless one-on-one conversations. It has been wonderful to see so many familiar and new faces again at our Christmas events across the states. These moments matter. They remind us that franchising is, at its heart, a people business.
Renewing pride in the industry
If rebuilding is about foundations, renewal is about pride.
Franchising contributes $174 billion to the Australian economy, comprises 90,000 franchisee small businesses, and employs more than 500,000 Australians. Those numbers matter but they only tell part of the story.
Behind every statistic is a franchise owner who has taken a leap, created jobs, served customers and invested in their local community. These are the people we must continue to hero if we are to rebuild positive perceptions of franchising.
That is why recognition and storytelling are so important. The Franchise Industry Awards have become a powerful platform to celebrate excellence across franchising not just the big brands, but the individuals, teams and networks that lift standards every day. When we recognise franchisees, franchisors and suppliers for doing things well, we send a clear signal about the maturity, professionalism and quality of our industry.
Renewal is also about confidence. It’s about a commitment to engage with government, to stand up for franchising, and to explain clearly what franchising does well and where it continues to improve. The FCA’s advocacy work has been grounded in this approach: constructive, evidence-based and focused on outcomes that support sustainable franchising.
Refreshing how we tell our story
One of the most important shifts underway is how franchising tells its story.
For too long, the narrative about franchising has been incomplete. That is changing. The Australian Franchise Outlook 2026 is a significant step forward in presenting franchising with clarity, balance and credibility. It brings together data, surveys and real stories from across the sector to show policymakers and stakeholders what franchising actually looks like on the ground.
I am very pleased to report that the Australian Franchise Outlook is already having the desired impact in Canberra. Every Federal Member of Parliament and Senator has received a personal copy, giving them a deeper understanding of the positive role franchising plays in the Australian economy and in their electorates. This matters. Influence starts with understanding, and understanding starts with quality information.
This is part of a broader refresh in how the FCA is positioning the industry: consistent messaging, better data, and a stronger emphasis on people and outcomes rather than noise and headlines. It is about ensuring franchising is seen as the professional, responsible and opportunity-driven model that it is.
The future of franchising in Australia is one I am genuinely optimistic about.
Looking firmly to the future
One of the real highlights of recent weeks has been the opportunity to come together in person across the country to mark the year coming to a close.
It was genuinely wonderful to catch up with so many members and colleagues at our state chapter Christmas events. These gatherings are a chance to reconnect, to reflect on what has been achieved, and to recognise the effort that goes into building successful franchise businesses day in, day out.
The conversations I had reinforced just how resilient and committed franchising is. Despite a challenging operating environment for many, there remains a strong sense of optimism, professionalism and pride across the franchise community. Seeing that energy firsthand in Perth, Brisbane, Adelaide, Melbourne and Sydney was a timely reminder of why the FCA’s role as a connector and advocate is so important.
As we head into the Christmas period, I want to wish all franchisors, franchisees and industry partners a positive and successful trading season. This is a critical time of year for many businesses, and I know the effort and planning that sits behind every store opening, roster, delivery and customer interaction.
On behalf of the FCA, I thank you for the contribution you make to your customers, your teams and your communities, and I look forward to building on this momentum together in the year ahead.
A clear call to action
If you are already a member of the FCA, thank you. Your engagement, your leadership and your commitment are what make this organisation relevant and effective. I hope you feel – and see – that the FCA is an essential part of your business success and your industry community.
If you are not yet a member, I encourage you to take a closer look. Franchising is stronger when we stand together, tell our story well, and advocate with one voice. The FCA is rebuilt, renewed and refreshed – and we are firmly focused on the future.
Now is the time to be part of it.
About FCA CEO – Jay Westbury
CEO Jay Westbury brings over two decades of experience in leading peak industry bodies, including his previous roles as CEO of Retail Drinks Australia (formerly Australian Liquor Stores Association) and the Australian Travel Industry Association (formerly Australian Federation of Travel Agents). Both sectors have close ties to franchising, giving Jay a deep understanding of the unique challenges and opportunities within this industry.
