What information does Big O Tires accumulate in the Consumer Database?
Big_O_Tires Franchise · 2025 FDDAnswer from 2025 FDD Document
tions of Big O.
- (a) Big O shall accumulate the Shared Information in the Consumer Database which may be accessed by Big O, Franchisee, and other Big O franchisees on a customer-by-customer basis as customers visit the stores of the other Big O franchisees, to provide customer relationship management, warranty support and services, national and local marketing (as limited by this Agreement) and any and all other services to the customers of Big O and its franchisees at any then operating Big O Tires store. Big O, and TBC Holdings, LLC may use the Consumer Database information to determine consumer data, trends, market analysis, customer marketing opportunities, product supply, inventory management and movement, retail store inventory recommendations, to share reports of stores' individual performance with the Big O Franchise Advisory Council and at franchisee meetings, and for such other purposes as agreed to by Big O and the Big O Franchise Advisory Council. Except as otherwise permitted in this Agreement, Big O shall not disclose the Shared Information to any third party not otherwise permitted to receive or have access to such Shared Information under this Agreement.
- (b) Upon the expiration or earlier termination of each Franchise Agreement subject to this Agreement, and during the Restrictive Period, Big O agrees not to market to any Local Customer of the Designated Location subject to the terminated Franchise Agreement, provided that (i) at the time of the expiration or termination of the Franchise Agreement, and at all times during the Restrictive Period, Franchisee is in full compliance with all of the termination provisions of the Franchise Agreement, including all on-going post termination provisions (ii) Franchisee provides Big O with written notice of such affirmative compliance within thirty (30) days of the expiration or termination of the Franchise Agreement, and at such other times as Big O may reasonably request;
Source: Item 23 — RECEIPTS (FDD pages 102–535)
What This Means (2025 FDD)
According to Big O Tires' 2025 Franchise Disclosure Document, the Consumer Database accumulates "Shared Information" which includes consumer and transactional data. This data is intended to improve Big O Tires' retail processes, such as consistent mailing of customer thank you cards and reminder notices, and processing of customer warranty claims. The database also aids in analyzing consumer purchasing trends and suggesting retail store inventories to meet anticipated retail demand. Ultimately, the goal is to enhance Big O Tires' understanding of customer and market trends to better meet the demands and inventory needs of franchisees and their customers.
Big O Tires, along with TBC Retail Holdings, LLC, may utilize the Consumer Database information to determine consumer data, trends, conduct market analysis, identify customer marketing opportunities, manage product supply, oversee inventory management and movement, and provide retail store inventory recommendations. They may also share reports of stores' individual performance with the Big O Franchise Advisory Council and at franchisee meetings. This shared data helps Big O Tires and its franchisees make informed business decisions and improve overall performance.
However, Big O Tires is restricted from disclosing the Shared Information to third parties not authorized under the agreement, which includes using the information to market to customers identified in the Consumer Database or to determine the location of non-Big O stores. This ensures that customer data remains protected and is used primarily for the benefit of the Big O Tires franchise system. Franchisees should be aware of these data collection and usage practices, ensuring they understand how customer information is being used and protected within the Big O Tires network.