Although standardization is the norm in franchising, autonomy is desired by franchisees, which may lead to potential control issues. This qualitative research follows a problem-solving format and is focused on the control challenge faced by Artisani’s franchising, a Portuguese artisanal ice cream company, characterized by low standardization. The aim was developing the overall control system for the chain. Primary data was collected through interviews with the management team and one franchisee, and then crossed with secondary sources. The results implicate that control should be adapted to franchisees’ level of experience and characteristics to ensure compliance, while maintaining their autonomy
