Research
Elite Franchise
Top 100 Franchises
Molly Maid is ranked #8 in the EF100 rankings.
The Elite Franchise Top 100 (EF100) is the UK’s official league table of the best franchise opportunities, judged on growth, support, innovation, and overall performance. Being ranked in the Top 10 is a powerful endorsement of Molly Maid’s strength as a franchise brand.
WorkBuzz Survey (2025) – Hear Our Franchisee Feedback
Every year, Molly Maid partners with WorkBuzz, an independent research company, to measure franchisee satisfaction. In 2025, our results show why Molly Maid is a trusted choice for franchise ownership:
Strong Support Network
Initial and on-going industry leading franchise support.
Recognised Brand
Molly Maid is the most trusted name in UK domestic cleaning.
Community & Culture
Franchisees value collaboration and shared success.
Training & Support
to Confidence
| Category | Our Results | Vs Industry standard |
|---|---|---|
| Training & Support | 88% | 22% |
| The System | 83% | 8% |
| Culture & Relationship | 85% | 15% |
| Leadership | 85% | 15% |
| Value & Rewards | 59% | – |
| General Satisfaction | 80% | 10% |
| Initial Training & Support | 93% | – |
| Head Office Support | 90% | 20% |
| Field Support | 85% | 20% |
| Marketing Support | 85% | 27% |
| Peer Support | 92% | 18% |
| Proven System | 79% | 9% |
| Products & Support | 79% | 1% |
| The Brand | 90% | 15% |
| Shared Goals | 94% | 4% |
| Feel Valued | 83% | 20% |
| Respect | 85% | 15% |
| Value Ideas | 77% | 7% |
| Fair Policies | 88% | 27% |
| Maintain Standards | 85% | 11% |
| Vision | 90% | 18% |
| Trust | 94% | 25% |
| Understand Challenges | 83% | 16% |
| Confidence | 73% | 7% |
YouGov Stats Snapshot
The UK Domestic Cleaning Market: Growing Demand, Trusted Brands, and Your Opportunity with Molly Maid.
We work with YouGov, an international research and analytics group whose data is the most quoted market research source in the world. YouGov’s insights are regularly referenced by global media, making them a trusted authority.
Through this partnership, we gained a clear picture of Molly Maid’s performance in the UK domestic cleaning industry and the results speak for themselves.
Market Growth
- The UK domestic cleaning market has grown from £3.1bn in 2018 to £5.1bn in 2025.
- Even after recent adjustments, the market is 64% larger than in 2018, showing strong long-term demand.
Pricing Trends
Average monthly spend on cleaning services:
2018: £93.30
2023: £146
2025: £106.79
Customers are still investing in cleaning services – spending is up 14% compared to 2018.
Molly Maid
Brand Advantage
Brand Awareness:
13% in 2018 → 24% in 2025.
Unprompted Awareness:
4% in 2025 (up from 3%)
No other brand comes close. When customers think cleaning, they think Molly Maid.
