When operating a Bhc franchise, what trade name must the franchisee use in all advertising, promotions, signs, and other display materials?
Bhc Franchise · 2025 FDDAnswer from 2025 FDD Document
through multiple tiers) to such rights. Franchisee acknowledges there are, and may be, future rights that Franchisee may otherwise become entitled to with respect to the Suggestions not yet existing, as well as new uses, media, means and forms of exploitation throughout the universe exploiting current or future technology yet to be developed, and Franchisee specifically intends the foregoing assignment of rights to Franchisor will include all such now known or unknown uses, media, and forms of exploitation throughout the universe.
9.2 Franchisee's Business Name.
- (a) In connection with Franchisee's operation of the Franchised BHC Restaurant, Franchisee agrees that at all times and in all advertising, promotions, signs and other display materials, on Franchisee's letterheads, business forms, and at the Franchised BHC Restaurant and other authorized business sites, in all of Franchisee's business dealings related thereto and to the general public, Franchisee will identify the Franchised Business solely under a trade name containing the Mark "BHC" and authorized by Franchisor ("Business Name") together with the words "INDEPENDENTLY OWNED AND OPERATED" on Franchisee's letterhead, contract agreements, invoices, advertising and other written materials containing the Marks as Franchisor may direct.
- (b) Franchisee must file and keep current a fictitious business name statement, assumed name certificate or similar document regarding Franchisee's Business Name in the county or other designated jurisdiction in which Franchisee is conducting business and at such other places as may be required by law.
Source: Item 23 — Receipts (FDD pages 52–230)
What This Means (2025 FDD)
According to Bhc's 2025 Franchise Disclosure Document, when operating a franchised restaurant, the franchisee must identify the business using a trade name that includes the mark "BHC" as authorized by the franchisor. This "Business Name" must be displayed in all advertising, promotions, signs, and other display materials, as well as on letterheads, business forms, and at the restaurant location.
In addition to the authorized trade name, the franchisee must also include the words "INDEPENDENTLY OWNED AND OPERATED" on letterheads, contract agreements, invoices, advertising, and other written materials containing the marks, as directed by Bhc. This ensures that customers are aware that the franchise is independently owned and operated, and not directly part of the Bhc corporate entity.
Before commencing business under the Bhc marks, the franchisee is required to file and maintain a current fictitious business name statement, assumed name certificate, or similar document in the relevant jurisdiction. The franchisee must also provide evidence to Bhc that they have complied with all applicable laws regarding the use of fictitious or assumed names. Furthermore, the franchisee is prohibited from identifying themselves as Bhc, a subsidiary, parent, division, shareholder, partner, joint venture, agent, or employee of Bhc, or as any of Bhc's other franchisees. If the franchisee is an entity, it cannot use the marks "BHC" in its legal name.