Mr$.$ Harris agrees. Burger Time needs quick growth and revenue generation and hiring Chinese employees would take up too much time.

Within a few months Burger Time has five franchisees and all open about $12$ months later. The Chinese market is enthusiastic about Burger Time and restaurants are consistently busy. Mr$.$ Harris is thrilled with foreign sales and plans a business trip for the executive board to visit the Chinese stores.

$***$

After a long flight, Mr$.$ Harris informs the executive board that they will be touring the Burger Time franchises. The group sets off with a translator in tow. Mr$.$ Harris orders one of every item on the menu for the group and instructs everyone to sit at a large table in the corner of the restaurant. Mr$.$ Harris sets off to ask customers their thoughts about Burger Time. You watch as the customers smile and offer answers to the translator who, in turn, responds to Mr$.$ Harris. Mr$.$ Harris seems pleased and manages to chat with several customers before the food is delivered to the executive board. Mr$.$ Harris sits down at the table and frowns.

Instead of a large sesame bun there is a small plain bun being used on all of the sandwiches. In addition, the sandwiches have shredded lettuce instead of leaf lettuce.

$$What is this?$$ asks Mr$.$ Harris. $$Marla$,$ I thought we gave these franchises the franchise operations manual!$$

$$We did, Mr$.$ Harris,$$ Marla responds. $$Don$$t worry, these are easy fixes. We will talk to the franchise owner and get this sorted out.$$

With the help of the translator, Mr$.$ Harris and Marla talk to the franchise owner about switching the buns and lettuce. They explain the importance of brand consistency and the owner agrees to switch ingredients. Satisfied, Mr$.$ Harris tells the group they are headed to the next location.

Unfortunately, the same situation plays out again at the next three restaurants with different variations: regular French fries instead of Burger Time$$s signature curly fries, a chili$-$garlic sauce in place of ketchup, and a different type of cheese on the burgers instead of American cheese. Mr$.$ Harris is visibly flustered.

Nervously, Jim Elliot offers an explanation, $$Perhaps we need to find suppliers that all franchises will use, sir. Clearly, there is too much variation now that we$$ve allowed franchisees to locate their own suppliers.$$

Mr$.$ Harris shakes his head, turns to you and says, $$What are our options?$$