Often this strategy does not work and the firm lasts less than the first year. Remember this is a business deal. Don't put yourself in a situation where if something goes wrong you will feel odd towards people you care about. Do ask friends, acquaintances, co-workers, your banker, club or church members etc for recommendations. Regardless what their advertising may say, most large chain operations do not routinely have knowledgeable enough staff to recommend remodelers.
Local lumberyards can be a source for recommendations.
However remember they will be recommending their customers presuming they will get the material sales. Ask at several lumberyards. Most remodelers deal primarily at only one yard. For the same reason that you should not ask a Realtor for a recommendation for a homebuilder, you should not ask them for a recommendation for a remodeler. Many Realtors who primarily sell lots and new homes are too closely aligned with one or two builders to provide an impartial recommendation.