Can Beehive Homes operate Homes under the Names and Marks themselves?

According to Beehive Homes' 2025 Franchise Disclosure Document, Beehive Homes retains the right to operate Homes and provide services under its Names and Marks. The franchise agreement grants franchisees a nonexclusive right and sub-license to use Beehive Homes' Names and Marks, Trade Secrets, and Copyrighted Materials. This means Beehive Homes can also operate Homes under the same Names and Marks and grant other licenses to other franchisees.

This nonexclusive arrangement allows Beehive Homes to expand its brand presence through both franchising and corporate-owned locations. For a potential franchisee, this means that Beehive Homes could operate a competing location in the same market, although the FDD does not specify how close a corporate-owned location could be.

Beehive Homes maintains control over its brand and system, as franchisees must adhere to the standards set forth in the Manual and the franchise agreement. This includes using the Names and Marks correctly and protecting the Trade Secrets. While franchisees build goodwill through their operations, this goodwill ultimately benefits Beehive Homes. Franchisees need to be aware that Beehive Homes has the right to modify or discontinue the use of Names and Marks, and franchisees are obligated to comply with these changes, with Beehive Homes only covering the costs for sign and printed material changes.