The root of the site:
is the main node for that site. All other nodes need to be below it. To have another node at the root or level 0 would mean you have 2 sites in Kentico.
Your structure would be:
- site /
-- /home
-- /about us
--- /about us/history
--- /about us/contact
-- /products
--- /products/product 1
In your case if you want multiple franchises under the main site, you need to add a page under the root. So your url would look like:
domain.com/franchise 1
domain.com/franchise 2