Who determines the timing of Bhc's system-wide advertising campaigns?

According to Bhc's 2025 Franchise Disclosure Document, Bhc determines the timing of regional or system-wide advertising campaigns. This includes decisions about regional or local concentration and seasonal exposure. Bhc also decides on the cost, form of media, content, format, production, and location for these advertising, public relations, and promotional campaigns. This extends to advertising paid for from Marketing and Promotion Fee contributions.

This level of control allows Bhc to maintain a consistent brand image and marketing strategy across all franchise locations. It also ensures that advertising efforts are coordinated and aligned with the overall goals of the company. However, franchisees have some input through the local advertising plans they must submit to Bhc for approval, detailing their local advertising efforts for the next 12-month period.

While Bhc maintains control over the timing and specifics of advertising campaigns, franchisees are required to participate in promotions and contests that Bhc arranges or authorizes. Franchisees must also adhere to any charitable fundraising and group discount programs authorized by Bhc. This ensures that franchisees actively support and implement the marketing strategies developed by Bhc.