According to the Bonchon FDD, where are the principal Proprietary Marks registered?

According to Bonchon's 2025 Franchise Disclosure Document, the principal Proprietary Marks that Bonchon licenses to franchisees are registered on the Principal Register of the United States Patent and Trademark Office. This registration provides Bonchon with legal protection for its brand names, logos, and other identifying marks. The FDD includes a table that lists several registered marks, along with their registration numbers and dates. These marks include variations of the BONCHON name, as well as slogans like "CRUNCH OUT LOUD" and phrases describing their food, such as "BONCHON KOREAN FRIED CHICKEN".

For a prospective Bonchon franchisee, this means that Bonchon has taken steps to legally protect its brand identity. Franchisees are obligated to use these marks according to Bonchon's standards and are prohibited from contesting Bonchon's ownership or validity of these marks. This helps ensure brand consistency across all franchise locations and prevents franchisees from creating their own variations of the brand. Franchisees must also notify Bonchon of any potential infringement or unauthorized use of the marks by third parties.

Bonchon retains the right to control any legal proceedings related to the trademarks and will defend the franchisee against claims of infringement, provided the franchisee is using the marks in accordance with the franchise agreement. However, the franchisee cannot settle any claims without Bonchon's written consent. All goodwill arising from the use of the Proprietary Marks belongs solely to Bonchon. This underscores the importance of adhering to Bonchon's brand standards and protecting the integrity of the trademarks, as the value of the brand ultimately benefits Bonchon.

In summary, the registration of Bonchon's Proprietary Marks with the United States Patent and Trademark Office is a crucial aspect of the franchise system, providing legal protection and ensuring brand consistency. Franchisees benefit from the established brand recognition and are obligated to protect and uphold the integrity of these marks. Bonchon's control over the trademarks and any related legal proceedings further reinforces the importance of adhering to the franchise agreement and maintaining brand standards.