TCFA launches Chain Brand Future Awards with focus on business-wide performance on 25 November

The Taiwan Chain Stores and Franchise Association (TCFA) will hold “2026 CHILL GO NEXT: The Next Generation of Chains and Franchises” on 25 November 2026, featuring the inaugural Chain Brand Future Awards ceremony. The event broadens the focus from service performance in individual outlets to business-wide management, giving Taiwan’s franchise community another opportunity to assess and discuss brands’ capabilities.

Inaugural awards broaden the focus from outlet service to business management

According to a 12 November report by The New Headlines, TCFA has previously run national programmes recognising excellent and outstanding store managers, alongside the Service Angel Awards and Gold Service certification. The new Chain Brand Future Awards go a step further, examining how businesses respond to market changes and put innovation into practice in their operations.

The awards centre on five capabilities intended to support shared growth: technology-enabled operations, service innovation, business ecosystem resilience, social impact and governance for long-term success. Rather than concentrating on a single aspect of service, this framework brings different business capabilities into one discussion.

From expansion to collaboration with partners

This year’s theme is “From Economies of Scale to an Ecosystem Economy”. The organisers argue that, beyond building outlet networks and standardising operations, brands need to bring together technology, supply chains, talent and partners from different sectors. Sharing resources and collaborating on innovation can help strengthen business resilience.

For the franchise community, the emphasis is not simply on opening more outlets, but on exploring how head offices, outlets and partners can jointly create service and commercial value. The organisers also hope to turn innovations developed in day-to-day operations into examples of good practice that other brands can learn from.

Forum, exhibition and awards under one roof

Over six years, Chill Go has gradually expanded its scope from digital upgrades across sales channels to AI applications and environmental, social and governance (ESG) practices. This year, it enters a new phase as “CHILL GO NEXT”. The event will combine an awards ceremony, a trends forum and a themed exhibition, linking practical brand management experience with innovative solutions.

The event will take place from 1 pm to 5 pm on Wednesday 25 November in Halls 101 and 102 of the NTUH International Convention Centre in Taipei. Brand operators considering attending can prepare by organising their questions around the five capabilities above, then assessing the examples presented against their needs for head-office support, outlet-level execution and partner collaboration. This can provide a useful starting point for further discussions.