Brisbane-based Foodco Group’s Catherine Holloway has drawn on her experience working in her family’s Muffin Break in Bundaberg, as well as her marketing role with Foodco, to deliver the premium franchise support that earned her a top award.
Holloway was named Franchise Field Manager of the Year at the Franchise Industry Awards 2025.
Her leadership style is based on openness, adaptability, and above all, partnership. “If you don’t want to learn what makes a franchisee tick – how their store operates, what their challenges are – you won’t succeed in this role. I jump in with them, behind the counter if needed, to show what’s possible,” Holloway said.
The award recognises her ability to support, coach and motivate franchisees at every stage of their journey in her role as an operational business coach. She has helped both Muffin Break and Jamaica Blue stores launch and assisted new owners take on existing franchises.
Foodco CEO Richard Goodman said the award is a reflection of Holloway’s results, character, and the respect she has earned from franchisees.
“Catherine is willing to pull up her sleeves, get her hands dirty, and work side by side with franchisees to show them a better way. She’s not just talking about change – she’s demonstrating it in real time, and that’s why she has such strong credibility across the network.”
Franchise field manager award reflects relationships with franchisees
Holloway said she values the award because it reflects her relationships with franchisees.
“My role is about helping them grow in confidence, capability and commercial success – no two days are ever the same, and no two franchisees are either,” she said.
Holloway travels across Queensland and Northern NSW, guiding franchisees in operations, coffee and baking quality, customer service, leasing, HR, and financial performance.
“Sometimes I’m training new franchisees from scratch. Other times I’m re-energising experienced operators who just need a fresh set of eyes and a bit of encouragement to try something new,” Holloway said.
“What I love about franchising is the structure. Franchisees know the recipes are there, the brand is known, and the support exists. They’re not starting from scratch – they’re building on a system, with help from people like me to personalise it and take it further.”
FCA CEO Jay Westbury said “Catherine Holloway is a shining example of the value a skilled, passionate field manager brings to a franchise network. Her commitment to each franchisee’s success, her practical leadership style, and her belief in the power of franchising make her a most deserving winner of this award.
‘’Her win is not only a personal triumph, but a powerful endorsement of the impact great field support can have on business success.’’
