As a business owner, I do empathize with him. He wants to be his own boss and make his own hours, but he still needs to keep his commitment or he needs to dissolve it the right way.
As a customer - this would be piss me off so much. There is a 24 hour fitness that I used to go to that closed at 10 pm. HOW IS THAT OKAY?? (this was years ago and still gets me worked up) This is just like that - he wants all the advantages of the franchise but isn't willing to uphold their brand. What's next? He doesn't like the coffee they source because he thinks it is too strong so he waters it down??