Why does the franchisor have all these fees and guidelines, and why do I have to buy products from specific vendors? A franchise is a brand. A brand is a consistent consumer experience. How does the franchisor control the consumer experience when each location is independently owned and operated? Franchisors control their brand by having a tight FDD with performance standards, approved vendors and guidelines. What seems restrictive when you’re a candidate exploring a franchise becomes protective when you’re a business owner in that franchise.