Is a Bambu franchisee allowed to hold itself out as "Chè"?
Bambu Franchise · 2025 FDDAnswer from 2025 FDD Document
Franchisee shall not hold itself out as "Bambu Franchising LLC," "Chè," "Bambu Dessert Drinks," "Bambu," "Bambū," or as being associated with Bambu in any manner other than as a franchisee or licensee or as being associated with any affiliate of Bambu and shall comply with the terms of Section 20.1.
Franchisee shall, in all advertising and promotion, promotional materials, letterhead, and e-mails, display its business name only in obvious conjunction with the phrase "Bambū Licensee" or "Bambū Franchisee" or with such other words and in such other phrases to identify itself as an independent owner of the Bambū shoppe, as may from time to time be prescribed in the FRC Materials.
Source: Item 23 — Receipts (FDD pages 52–209)
What This Means (2025 FDD)
According to Bambu's 2025 Franchise Disclosure Document, a franchisee is explicitly prohibited from holding itself out to the public as "Chè". The FDD states that franchisees shall not present themselves as "Chè," among other names and associations, ensuring a clear distinction between the franchisee's independent operation and the Bambu brand itself. This restriction is in place to protect Bambu's brand identity and prevent any potential confusion among customers regarding the relationship between the franchisee and the franchisor.
This requirement ensures that customers recognize the business as a licensed Bambu franchise rather than an entity directly controlled by the franchisor. To maintain this distinction, franchisees must clearly display "Bambū Licensee" or "Bambū Franchisee" in conjunction with their business name on all advertising, promotional materials, letterheads, and emails. This requirement aims to clarify that the franchisee is an independent owner operating under a license from Bambu.
This measure is typical in franchising, where franchisors like Bambu need to maintain consistent branding and avoid misrepresentation. By preventing franchisees from using specific terms or implying a closer relationship than exists, Bambu can protect its trademarks and ensure customers understand the nature of the franchise arrangement. Franchisees must adhere strictly to these guidelines to avoid violating the franchise agreement.