The Consumers' Choice Award is an initiative of Consumers' Choice Institute(USA) and Consumers' Choice Institute(Canada), which has retained a leading independent research firm to conduct a survey in major U.S. and Canadian 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 the public and to the business community. Its purpose is to publicly identify those establishments which have been voted by consumers as being their choice for excellence.

The Consumers' Choice Award is a most prestigious tribute which has become an important institution on the North American business scene. It is encouraged by all levels of government and business leaders.

The research company conducts an open-ended survey among two major groups of consumers, the general public and the business community. Consumers are asked "...which is your choice for excellence in each category? Please consider the elements of quality, service, value and appearance". A winner in each category is declared according to the survey's results, which reflect the choice of consumers.