What elements define the 'Trade Dress' of a Bhc Restaurant?

According to Bhc's 2025 Franchise Disclosure Document, the 'Trade Dress' encompasses several visual and design elements that contribute to the unique appearance and branding of a Bhc restaurant. Specifically, it includes the layout, design, and color schemes of the restaurant.

In addition to the general ambiance, the Trade Dress extends to the textures, sizes, designs, shapes, and placements of words, graphics, and decorations found on Bhc products and their packaging. This means that everything from the interior decor of the restaurant to the way the food is presented contributes to the overall brand identity and customer experience.

Bhc periodically requires franchisees to update the Trade Dress, potentially involving new color schemes, logos, signage, or other visual elements. These updates, communicated through the Operations Manual or in writing, are anticipated no more frequently than once every five years. Franchisees are always required to implement these updates before renewing their franchise agreement, and may be required at other times if the restaurant's appearance deviates significantly from system-wide standards.