GGB The system, not the food. An operations manual, costed recipe cards, a training curriculum, an opening playbook, brand standards and a reporting pack — the documentation that lets someone who is not the founder run the outlet to standard across a border and a time zone. If those do not exist, there is nothing to sell yet, however strong the home brand is.
From Franchising from India to the GCC: The Corridor Readiness Guide — the full reading, with the method behind this answer.