The phrase "direction of the franchise" refers to the path or plans for the future of a business or organization. It includes the strategies and choices made by the company to grow, succeed, and make improvements. Full definition
Although Favreau claimed he had simply left to pursue other projects, there was a widespread belief that his departure was due to disillusionment with the future direction of the franchise, not to mention Marvel's penny pinching ways. (filmjunk.com)
For a team that was so close to a Stanley Cup ring just three years ago, it was a crushing blow to the recent direction of the franchise. (sbnation.com)
I feel as if Xenoverse is a great step in the right direction of the franchise, but the development team shouldn't end it on this be all and end all note. (nonfictiongaming.com)