What a franchisee actually buys is not the sign above the door. It is the decade you spent working out how the thing runs: the processes, the recipes, the staffing ratios, the supplier terms you negotiated at scale, the training that turns a new hire into a competent one in three weeks.
All of it is written down, because it has to be. A system that lives in someone’s head cannot be franchised.
So the single most valuable asset your company owns is distributed, as files, to every operator who signs.

