What constitutes 'advertising' under the Bonchon franchise agreement?
Bonchon Franchise · 2025 FDDAnswer from 2025 FDD Document
Under this Agreement, the term "advertising" is defined to mean any and all advertising, identification and promotional materials and programs of any type or nature whatsoever including print and broadcast advertisements; direct mail materials; brochures; advertising specialties; electronic commerce communications and "bulletin boards"; any advertising on the internet/worldwide web; public relations and brand awareness programs; direct mail; door hangers; freestanding inserts and coupons; sponsorships; point of sale materials; press releases; business cards; displays; leaflets; telephone and computer greetings; messages and voice-mail/e-mail sent to or accessible by customers or other third parties; promotional material captured in any electronic medium; and, any other material or communication which we denominate as "advertising" in our Manuals or otherwise.
Source: Item 23 — RECEIPTS (FDD pages 92–536)
What This Means (2025 FDD)
According to Bonchon's 2025 Franchise Disclosure Document, the franchise agreement broadly defines 'advertising.' It encompasses a wide array of promotional and identification materials and programs. This includes traditional methods like print and broadcast advertisements, brochures, and direct mail, as well as modern approaches such as electronic commerce communications, internet advertising, and social media programs.
This definition extends to public relations, brand awareness programs, sponsorships, point-of-sale materials, press releases, and even business cards. It also covers telephone and computer greetings, messages sent to customers via voicemail or email, and any promotional material captured in electronic media. Furthermore, Bonchon retains the right to designate any other material or communication as 'advertising' in their manuals or otherwise.
For a prospective Bonchon franchisee, this comprehensive definition means that virtually any form of communication intended to promote the business falls under the purview of the advertising guidelines. Franchisees must be aware of the need to adhere to Bonchon's standards and obtain approval for advertising materials to avoid potential breaches of the franchise agreement. This also highlights the importance of understanding the Bonchon System Brand Fund and how it supports advertising efforts at various levels.