Franchise manuals: how to document operations before expanding

A business that runs well is not necessarily well documented. When preparing to enter the franchise sector, business owners need to turn routines familiar to their team into instructions that another outlet can follow. The operations manual serves this purpose: explaining how to carry out tasks, recognise acceptable results and handle exceptions without relying on improvised interpretations.

1. Choose what needs a written procedure

Start by taking stock of existing routines, observing how the work is actually done. Look at opening and closing, customer service, service delivery or product preparation, taking payments, cleaning and handling incidents. Do not write solely from the memories of those who manage the business.

For each routine, identify what could compromise the customer experience, safety, quality or financial control. These processes deserve priority. A procedure for checking orders, for example, may be more urgent than guidance on organising internal files.

Divide the content into easy-to-reference modules. A single lengthy document can make it difficult to find the instructions needed during the working day. You can organise the material around the working day or the outlet’s processes, provided users can find answers quickly.

The aim is not to record everything indiscriminately, but to document what needs to be replicated consistently. Avoid turning personal preferences into mandatory rules without an operational reason.

2. Write instructions people can follow

Each procedure should answer the same basic questions. Using a common structure makes the material easier both to write and to consult:

• Purpose: what result should the task produce?
• Responsibility: which role carries out the task and which checks it, where necessary?
• Timing: when should the task be performed, or what triggers it?
• Resources: which materials, systems or documents are needed?
• Steps: what should be done, in what order and with what precautions?
• Verification: how can users tell whether the result is correct?
• Exceptions: what should happen when something does not go as expected?

Replace vague wording with instructions that specify observable actions. “Check the order carefully” says little. It is more useful to state which details to compare, where to record discrepancies and when to pause delivery and seek guidance.

Use photographs, diagrams and checklists where they help people carry out the work. These resources should complement instructions, not conceal gaps. If you use videos, also maintain a written reference for quick consultation and updating.

Technical precautions should be validated by suitably qualified professionals where applicable. The franchise manual does not replace hygiene regulations, safety requirements or manufacturers’ instructions. Nor should it present an internal practice as though it were a legal obligation.

3. Test understanding before distribution

A text may seem clear to its author yet still be incomplete for someone who needs to use it. Test it in practice with someone who has the basic knowledge required for the task but was not involved in writing the procedure.

Ask that person to find the procedure and carry out the activity using the material. Avoid offering explanations in advance: their questions will reveal information that still needs to be added to the document. For tasks involving risks, maintain the supervision needed to protect people and the operation.

Record where they hesitated, which steps they interpreted differently and what information they had to seek outside the manual. Then revise the content and repeat the test at critical points.

Also assess how easy the material is to consult. An accurate procedure becomes less useful if nobody can find it while serving a customer. Clear headings, a searchable index and consistent file names make a difference.

This test is not intended to judge the worker. It is designed to check whether the instructions communicate the method and whether that method reflects the outlet’s actual working conditions.

4. Align the manuals with the franchise documents

In Brazil, Law No. 13,966/2019, which repealed Law No. 8,955/1994, governs business franchising. Article 2 requires the franchise disclosure document, known locally as the Circular de Oferta de Franquia (COF), to state what the franchisor actually provides in terms of franchise manuals. The commercial description must therefore match the material that will be made available.

With legal support, ensure that the COF, franchise agreement and manuals are consistent on access to, use of and updates to the content. Do not use the manual to introduce charges or change contractual obligations unilaterally. Changes with financial or legal implications require a separate assessment.

Appoint someone to approve revisions. Each document should include an identifier, version number and effective date. Keep a revision history and remove old versions from places where users consult the material, while retaining a controlled archive.

When updating a procedure, explain what has changed, why and when it takes effect. If the change requires preparation, provide appropriate communication and guidance.

To get started: choose one critical routine, document it, test it in practice and resolve any points of confusion. Only then apply the structure to the remaining processes.