What is the purpose of the Brand Fund for Beverly Anns Cookie?
Beverly_Anns_Cookie Franchise · 2025 FDDAnswer from 2025 FDD Document
The Brand Fund is used to promote public awareness of our brand and to improve our System. You are required to pay the Brand Fund Contribution. The Brand Fund may be administered by us or our affiliate or designees, at our discretion. We may use the Brand Fund for any expenditure that we, in our sole discretion, deem necessary or appropriate to promote or improve the System or the Beverly Ann's Cookie Truck brand. We may incorporate the Brand Fund or operate it through a separate entity whenever we deem appropriate.
Source: Item 23 — RECEIPTS (FDD pages 57–235)
What This Means (2025 FDD)
According to Beverly Anns Cookie's 2025 Franchise Disclosure Document, the Brand Fund is used to promote public awareness of the brand and to improve the Beverly Ann's Cookie system. Franchisees are required to contribute to the Brand Fund. Beverly Ann's Cookie has the discretion to administer the fund directly or through an affiliate or designee.
Beverly Ann's Cookie can use the Brand Fund for any expenditure it deems necessary or appropriate to promote or improve the Beverly Ann's Cookie system or brand. This gives Beverly Ann's Cookie broad latitude in deciding how to allocate the funds. The document also states that Beverly Ann's Cookie may incorporate the Brand Fund or operate it through a separate entity if it deems appropriate.
As a Beverly Ann's Cookie franchisee, you are required to pay into the Brand Fund, but you have limited control over how those funds are spent. It is important for prospective franchisees to understand that the franchisor has sole discretion in determining how the Brand Fund is used, which may include expenditures that primarily benefit the franchisor rather than individual franchisees. Franchisees should inquire about the historical uses of the Brand Fund and the process by which the franchisor makes decisions about its allocation.