Are contributions to MACA advertising and promotions included in other advertising expenditure requirements for Apricot Lane franchisees?
Apricot_Lane Franchise · 2025 FDDAnswer from 2025 FDD Document
ll furnish to FRANCHISOR, , in a manner provided for in the Confidential Operations Manual, an accurate accounting of the expenditures on local advertising and promotion for the time period designated by FRANCHISOR.
F. Marketing and Advertising Coverage Area
FRANCHISOR may, at its sole discretion, designate a local or regional Marketing and Advertising Coverage Area ("MACA") in which at least two (2) other Specialty Stores, in addition to the Franchised Business governed by this Agreement, are located for purposes of developing shared marketing, advertising or promotions. An MACA is defined as the area covered by the particular advertising medium (i.e., television, cable, radio, regional magazines, newspaper or other medium) to be used for the promotion as recognized and defined in the industry.
-
- At the time an MACA is designated, FRANCHISOR will provide a list of all Retail Stores within the MCA who will be included in the MACA promotion. Each Specialty Store within the MACA will be provided written guidelines by FRANCHISOR for timing and placement of all advertising, promotions and manner of payment of expenditures related to the MACA promotion.
-
- Required annual expenditure by each Sp
Source: Item 23 — RECEIPTS (FDD pages 51–222)
What This Means (2025 FDD)
According to Apricot Lane's 2025 Franchise Disclosure Document, contributions and expenditures for Marketing and Advertising Coverage Area (MACA) promotions are separate from other advertising expenses required in the agreement.
Apricot Lane may designate a local or regional MACA where at least two other stores are located, to develop shared marketing, advertising, or promotions. The annual expenditure for each store in the MACA will not exceed $4,000. Apricot Lane will provide written guidelines for the timing, placement, and payment of these MACA promotions.
This means that franchisees should budget for MACA contributions separately from other advertising obligations. Even if an Apricot Lane franchisee is already meeting their other advertising requirements, they will still need to contribute to MACA promotions if their store is located within a designated MACA. This could impact a franchisee's overall marketing budget and strategy.