My question is this, once someone buys the franchise what prevents them from just using their own cheaper coffee? If they have not figured that part out then they will need to soon.
>If buyers operate under the Wheelys brand, they need to ascribe to the product line, which is all fair-trade and organic.
This is a typical franchisee arrangement to ensure quality uniformity across the franchise [1]. Not following this would be a breach of contract with potentially grave consequences.
[1] This can seriously hamper a franchisee's ability to make profit / be creative, as is the case for Family Mart convenience store franchisees in Japan.
Example: My revenues are strong, yet my orders from Wheelys are suspiciously low relative to what sort of inventory you'd expect me to be turning. Red flag.