What is the definition of 'Digital Marketing' as it pertains to a Big Apple Bagels franchise?

According to Big Apple Bagels' 2025 Franchise Disclosure Document, Digital Marketing is defined as the integrated marketing services used to attract, engage, and convert customers online. It encompasses multiple channels such as content marketing, influencer marketing, SEO (Search Engine Optimization), social media, and online advertising. These channels are used to help brands connect with customers.

For a prospective Big Apple Bagels franchisee, this means that the brand utilizes a comprehensive online strategy to reach customers. However, the FDD stipulates that Big Apple Bagels retains sole control over all aspects of Digital Marketing for the franchisee's store. Unless the franchisor provides written consent, franchisees are prohibited from directly or indirectly conducting or being involved in any Digital Marketing that uses the brand's marks or is related to their Big Apple Bagels store.

If a franchisee receives written consent to conduct Digital Marketing, they must adhere strictly to the franchisor's guidelines, specifications, standards, policies, or procedures. This ensures brand consistency and controlled messaging across all digital platforms. This approach is fairly common in franchising, as franchisors aim to maintain a uniform brand image and manage online reputation effectively.

This policy has important implications for franchisees. While they may have ideas for local digital marketing initiatives, they must work within the framework established by Big Apple Bagels. Franchisees should clarify the extent of their potential involvement in digital marketing activities and understand the specific guidelines they must follow to avoid violating the franchise agreement.