Attendance at her Diet & Fitness Clubs is at record levels, with the one millionth member soon to sign up. The chain of 173 franchise businesses, backed by Conley’s TV, radio and press interviews and her best-selling diet and fitness magazine, amply fulfilled the award’s challenge to entrants to show how they had built their brands and maintained quality.

Cathryn Hayes, HSBC’s national franchise manager, said: “Rosemary’s operation is a perfect role model for any aspiring franchise practice.”

The HSBC Award was won by hairdressing franchise Toni & Guy, run by Toni Mascalo. The Mayfair based company reached the BFA’s silver anniversary final thanks to a product link-up with Boots and innovative high-tech marketing.

The company’s PR director Linda Evans said: “The hair-care products are made by Boots but developed and tested by the Toni & Guy team. They receive strong positioning and high visibility in Boots stores, bringing the brand to a wider public.” The franchise also has a flourishing website, aimed at women between 20 and 40, which is winning clients for local salons.

Brian Lewis, hands-on founder of Cash Generator, won the special judges’ award for creating a business with 60 stores and a £100million turnover by re-cycling unwanted goods. The company buys and sells used goods and provides High Street financial services. It impressed the judges, chaired by the BFA president Sir Bernard Ingham, with the outstanding personal support given to it’s franchise partners.

Several other finalists were highly commended. Middlesex-based High Street printers Kall Kwik UK won recognition for using focus groups to discover customers’ real needs. Its 152 franchisees then developed a troubleshooting service with the slogan “solutions as unique as your business”.

ServiceMaster, the Leicester-based carpet and upholstery cleaning business, was highly commended for drawing on 40 year of US experience and know-how. It appointed Will Southcombe as director of operations and his knowledge of the consumer-friendly States ensures all 329 UK franchises deliver a consistently high quality service. Its attention to detail led to 20 per cent growth last year, with turnover of £16million.

Extending a brand of tools into designer clothing earned a commendation for Kettering-based Snap-on Tools. It distributes hand tools and garage equipment to the car service industry and is launching designer merchandise. National franchise manager Sean Derring said “We aim to use Snap-on clothes to grow the brand to status of Nokia phones and shoes.”

Norwich-based Signs Express impressed the judges through its skilful re-branding. The signage company revamped its website, which led to a 700 per cent increase in site visits, changed the staff uniform and van livery, gave its logo a facelift and provided a new look for every centre. Hayes said: “A Signs Express slogan sums up its ethos - ‘the national company local to you’. It is a perfect example of thriving franchise practice.”

Girl power helped O’Brien’s Irish Sandwich Bars scoop a highly commended award. It paid attention to its market and tailored its menu to suit its customer base of predominantly female office workers. Managing director Brody Sweeney whose empire now has 160 outlets from Britain to Australia, said: We discovered our customers did not like paper plates and plastic cutlery and wanted larger no-smoking areas. So we made changes, such as introducing branded crockery I all our stores.”

Card Connection, also praised, dramatically expanded its range to build its brand image and maintain quality. The 10-year-old company sells millions of greetings cards each year through 100 franchisee distributors, whose outlets include stores, newsagents, post offices and petrol stations.