Here are some thoughts... If Franchise A has 3 stores and orders hundreds of machines; and Franchise B is a smaller store and orders 10's of machines; Franchise A gets a better wholesale price on their machines. That's just how it works. So if Franchise B sells their machines at the lowest price they can, it will still be a higher price than Franchise A.
At my store, we're small. But we keep our prices as low as we can every day. If someone buys their machine at the bigger store, but wants classes at our store, they will have to pay for it. Classes are part of the deal, and so is the warranty. Wherever you buy your machine, is where your support is. And it costs money to provide the teacher and pay the tech to preform the free Warranty service.
But if someone really wants to purchase from us, but wants the big store price, sometimes we loose money, but gain a customer/friend by giving them the price. We hope that our customers want to support us and not cut our profit margin to the point that we go out of business trying to keep up with the big store.
Every time we sell a machine, we gain a new friend. We want our new friends to be happy. They will be taken care of by our staff for as long as they own the machine and beyond. We want them to have a good buying experience, and be happy with their machine, because we expect to see them often.