What is the definition of 'Digital Marketing' in the context of the 7 Brew Brand Fund?
7_Brew Franchise · 2025 FDDAnswer from 2025 FDD Document
administering one or more System Websites; creating and administering national, regional, multiregional, local, and multi-local marketing, advertising, and lead-generation programs (which may include spending Brand Fund contributions in specific geographic markets or directing Brand Fund contributions to individual or groups of franchisees to spend on marketing, advertising, and leadgeneration programs in their own markets); using advertising, promotion, and marketing agencies and other advisors to provide assistance; establishing regional and national promotions and partnerships and hiring spokespersons to promote the 7 BREW brand; establishing on-line systems and other vehicles for centralized customer interaction; supporting public relations, market research, and other advertising, promotion, marketing, and brand-related activities; funding visits by our executives, other personnel, and third-party service providers to 7 BREW Stores to establish, enforce, and confirm compliance with the 7 BREW Store culture; and funding technology initiatives for 7 BREW Stores, including mobile training and operational performance software, cloud-based franchise-management solutions, IT phone support and database maintenance, online ordering and loyalty subscriptions, iPad mobile device management, and elearning solutions. ("Digital Marketing" means any domain name, homepage, electronic address, metatag, or other marketing in connection with any website or other online presence. "Social Media" means blogs, common social networks like Facebook and Instagram, professional networks like LinkedIn, live-blogging tools like Twitter, file, audio, and video-sharing sites, and other similar social-networking media or tools, both existing and developed in the future.)
Source: Item 11 — FRANCHISOR'S ASSISTANCE, ADVERTISING, COMPUTER SYSTEMS, AND TRAINING (FDD pages 34–45)
What This Means (2025 FDD)
According to 7 Brew's 2025 Franchise Disclosure Document, Digital Marketing is defined in a specific and potentially broad way for the purposes of the Brand Fund. It encompasses any domain name, homepage, electronic address, metatag, or other marketing efforts connected to a website or any other online presence. This definition is important for prospective franchisees to understand because it dictates what 7 Brew considers to be digital marketing activities that the Brand Fund may be used to support or control.
This definition clarifies the scope of activities that 7 Brew can manage and potentially restrict. As a franchisee, you must obtain prior written approval from 7 Brew before engaging in any Digital Marketing or Social Media activities that mention or describe your store or display any of 7 Brew's marks. Additionally, all marketing materials you develop must comply with 7 Brew's Brand Standards and include the System Website's URL as specified by 7 Brew.
This level of control is common in franchising to maintain brand consistency and protect the brand's image. However, it's crucial for franchisees to understand these restrictions, as unauthorized digital marketing could lead to penalties or termination of the franchise agreement. The franchisee is also prohibited from conducting commerce or offering/selling products or services through any unapproved Digital Marketing, Social Media, or website, except for the System Website and approved Digital Marketing and Social Media.
7 Brew retains the right to maintain websites other than the System Website and to offer and sell products and services under the Marks from the System Website, another website, or otherwise over the Internet without payment or other obligation to the franchisee. This means that 7 Brew can engage in online sales without sharing revenue with franchisees, which is a common practice but something franchisees should be aware of. Understanding these terms is essential for any prospective 7 Brew franchisee to ensure compliance and avoid potential conflicts.