Who determines the specifics of regional or system-wide advertising for Bhc, including cost, media, and timing?

According to Bhc's 2025 Franchise Disclosure Document, the franchisor has the authority to determine the specifics of regional or system-wide advertising. This includes decisions about the cost, the form of media used, the content, the format, the production, the timing (including regional or local concentration and seasonal exposure), the location, and all other aspects related to advertising, public relations, and promotional campaigns. This applies to advertising paid for from Marketing and Promotion Fee contributions.

This means that Bhc franchisees have limited control over regional or system-wide advertising efforts. While franchisees contribute to the Marketing and Promotion Fund, the franchisor ultimately decides how those funds are spent and what strategies are employed. This is a fairly standard practice in franchising, as it allows the franchisor to maintain brand consistency and implement marketing strategies that benefit the entire system.

However, Bhc franchisees do have some input. For special designated advertising or promotional activities on a regional or system-wide basis, the franchisor may impose an additional assessment upon affected franchisees, but only if two-thirds of all affected franchised Bhc Restaurants agree to such additional assessment by affirmative vote. Franchisees are also required to participate in any gift card, customer loyalty, referral, and other contests and promotions that Bhc arranges, requires, or authorizes. Details regarding these contests and promotions are outlined in the Operations Manual.