"The Consumers' Choice Award™ is an initiative of Consumers' Choice Institute which has retained a leading independent research firm to conduct surveys in major Canadian and U.S. cities. It is unique in North America as the winners are determined by consumers and not by a panel of judges. It covers a broad range of categories of interest to both the public and business communities. Its purpose is to publicly identify those establishments that have been voted by consumers as being their choice for excellence. The Consumers' Choice Award™ is a most prestigious tribute to businesses that serve their clients well. The program is encouraged by all levels of government and by business leaders." -- Consumers' Choice Award website