Not knowing anything about your "product" it's hard to say. If you are selling to chains, you will need to get buy-in at the corporate level. In corporate-owned structures, they control all budgets. In franchise situations, the franchisor often has control on products and services purchased by franchisees. In almost all large franchise environments, there is a franchise committee (or different regional ones) that evaluate products, services and programs offered by vendors. Want to sell to Wendy's? You will have to get invited and pay to attend their annual vendor trade show (yes, they have their own trade show!). The committee may make a "recommendation" but invariably, it's a corporate decision. There may be exceptions to this for highly localized services. A franchisee may decide to implement something just for their location but if you are looking for widespread adoption across the chain, you have to get corp. decision-makers on-board.
You can approach local franchisees or regional executives to gauge interest in or champion your product as Rob Gropper states, but they will most likely send you up the totem pole at some point. So you will need to figure out who the stakeholder(s) is/are for your product and develop a pitch that resonates with this audience.
I suppose you could look at a partner approach but not knowing anything about the product makes it hard for me to comment. Partnerships can make sense in some cases. They can take time to get going but can scale well if the business model makes sense for partners and adds value.