Franchise
From MiddleWiki
One of the most frequently misunderstood of the knightly virtues. The Oxford English Dictionary defines Franchise as Freedom, immunity, privilege and as an attribute of character or action; Nobility of mind; liberality, generosity, magnanimity or Freedom or licence of speech or manners.
Being a part of the Noble class
One of the aspects of our modern idea of Franchise (like as in a Burger Franchise) is belonging or brotherhood. Being a part of a privileged class... how can this be a virtue, you may ask? Well, being a part of the noble knightly class may have been seen as a bit of a virtue on its own in a medieval hierarchy mindset, but also belonging to that class makes one free. (See also Noblesse.)
Another way of seeing Franchise as a virtue may be simply the virtue of owning your place in society; not being a poser and knowing what is and is not your due. (See also Humility)
Freedom as a Virtue
Simply put, if one is not free to act, is compelled into virtue, are they indeed virtuous? Without free will and free choice you cannot weigh a person's actions as representing their worth.
See all Chivalric Virtues