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Purpose -- The purpose of this paper is to study the level of importance existing among the indicators that were previously defined for a Performance Measurement Systems (PMS) and are relative to franchises in Brazil, using the Analytic Hierarchy Process (AHP) methodology, together with a series of tests, which are responsible by verifying the degree of reliability, robustness and stability of the parameters used and the results obtained. As a result, the author suggests that the diagnosing of the five delimited indicators have different relevance assigned to them. Design/methodology/approach -- This paper reviews extant literatures in Franchise, PMS, Multiple Criteria Decision Making (MCDM), in specific the theory about AHP. Findings -- The authors found that it was possible justified, for both the relative and the evaluative method, that the I3 was the main point of the system and, as a consequence, be considered as priority when talking about sectorial development of franchises in Brazil. As for the other indicators, even being located in a level lower than 13, they must be taken into contemplation in these measurements, however, with a relatively inferior importance degree. Practical implications -- It was possible to better comprehend which economics and non-economic factors selected have a more predominance in the Brazilian franchise context, according to characteristics of the companies present. Originality/value -- The absence of scientific papers that describe the relevance level of the main factors that influence in the Brazilian franchise system. [ABSTRACT FROM AUTHOR]