How does the Atwell Suites FDD define 'Company' in the context of beverages?
Atwell_Suites Franchise · 2025 FDDAnswer from 2025 FDD Document
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- "Company" means The Coca-Cola Company, acting by and through its Coca-Cola North America Group.
When the term Company is applied to a product (such as Company Beverage) it means such a product that is marketed under (i) trademarks owned by Company and (ii) trademarks licensed by Company that are designated as a product of Company.
Source: Item 23 — Receipts (FDD pages 99–486)
What This Means (2025 FDD)
According to the 2025 Atwell Suites FDD, in the context of beverages, "Company" refers to The Coca-Cola Company, specifically acting through its Coca-Cola North America Group. This definition is important because it establishes the supplier for certain beverage products within Atwell Suites hotels. When the term "Company" is applied to a product like "Company Beverage," it means a product marketed under trademarks owned by The Coca-Cola Company or trademarks licensed by them and designated as a product of The Coca-Cola Company.
This definition has significant implications for Atwell Suites franchisees. It indicates that franchisees may be required to purchase certain beverages, particularly core sparkling beverages like Coca-Cola, Diet Coke, Sprite, and Coke Zero, from The Coca-Cola Company. The agreement ensures that Atwell Suites hotels maintain a consistent beverage offering that aligns with the franchisor's standards and agreements with major suppliers.
Furthermore, the FDD specifies that "Competitive Beverage" means any beverage that is not a "Company Beverage" or marketed under trademarks that are not Company or Bottler trademarks. This clause restricts the franchisee's ability to offer beverages from other suppliers, ensuring that Coca-Cola products are prominently featured. Franchisees need to understand these restrictions to avoid violating the terms of their franchise agreement and to manage their beverage inventory accordingly.
For a prospective Atwell Suites franchisee, this definition highlights the importance of understanding the relationships between the franchisor and its suppliers. It also underscores the need to carefully review the beverage requirements outlined in the franchise agreement to ensure compliance and to make informed decisions about beverage offerings at their hotel. Understanding these beverage-related obligations is crucial for managing costs and maintaining brand consistency within the Atwell Suites system.