LANGLEY, British Columbia-O.K. Tire Stores of Langley received the Consumers' Choice Award for business excellence during a gala presentation Dec. 7 in Vancouver, British Columbia.
Earlier last year, Frisby Tire Co. of Ottawa, Ontario, received the award for the fifth year in a row. The two tire dealerships were among an array of auto dealerships and related businesses to garner recognition in the CCA automotive category.
The CCA was established in 1986 to identify and promote business excellence in selected major cities in Canada. It expanded into the U.S. five years ago, recognizing businesses in Atlanta and Columbus, Ohio. The award's sponsor, Consumers' Choice Institute, retains an independent research firm to conduct surveys in major Canadian cities to identify establishments consumers say is their choice for excellence.
Awards are presented to local and national organizations in a broad range of categories, divided between service providers and retail. Awards also are given to individuals who have made outstanding contributions to their communities.
According to the Institute, an open-ended survey is conducted annually among the general public and the business community. Consumers are asked to make a choice among nominated businesses selected in a pilot study. Respondents are asked to name companies they feel have distinguished themselves for excellence in each category, considering elements of quality, service, value and appearance.
O.K. Tire was a first-time recipient and is touting the award to its dealership affiliates across Canada, CEO Kenneth MacLeod said. The award recognizes the tire and auto service provided by its 60 retail stores in British Columbia, and the company plans to plug the award in its marketing throughout the territory.
Frisby Tire, with five outlets, received its award during a presentation in Ottawa last May.
The award recipients have the option to participate, for a fee, in the CCA marketing program, which includes television and newspaper advertising, to promote their award status and make use of promotional materials.