I disagree that they are riding on product alone.
If a store leased the rights to sell the exact same Chicken sandwiches as Chick-Fil-A, but they had to call it "Joe's Chicken Sandwich Store" or something else - it wouldn't have the same impact.
A franchisee is leasing the brand in it's entirety: it's product, it's store design, it's marketing, it's branding, etc.
Whether you agree or not, there is no denying in the modern business world that the CEO/President's beliefs are part of a company's branding. The only away to avoid this is by the CEO/President not saying ANYTHING. Once he/she opens their mouth (for better or worse), they are a reflection of the brand.