Design criteria is the content that your organization creates to convey the design intent for your concept to the consulting architects and engineers that are hired to design individual locations for your chain concept around the region, country or world.
If I get the opportunity to teach a studio or lecture class in an architecture school I know EXACTLY what I'd do. I even know the title of the class.
What does an architect look like when working? Architecture websites with images of architects sketching paint a pretty clear (and misleading) picture.