What is an Apricot Lane Marketing and Advertising Coverage Area (MACA)?
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.
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- 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.
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- 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, a Marketing and Advertising Coverage Area (MACA) is a local or regional area designated by Apricot Lane where at least two other of its Specialty Stores, in addition to the franchisee's store, are located. The purpose of a MACA is to develop shared marketing, advertising, or promotions. The MACA is defined by the area covered by the specific advertising medium used, such as television, radio, or newspapers, as recognized in the advertising industry.
When Apricot Lane designates a MACA, it will provide a list of all retail stores within the MACA that will participate in the promotion. Apricot Lane will also provide written guidelines to each store within the MACA regarding the timing and placement of all advertising and promotions, as well as how payments for the MACA promotion will be handled.
The required annual expenditure for each Apricot Lane store within a MACA cannot exceed $4,000 total for the year. It's important to note that these MACA contributions and expenditures are in addition to any other advertising expenditures required elsewhere in the Franchise Agreement. This means franchisees need to budget separately for both general advertising and any MACA-specific promotions.