What is Bonchon's policy on using the Bonchon System Brand Fund for activities related to the sale of franchises?

According to Bonchon's 2025 Franchise Disclosure Document, the Bonchon System Brand Fund will not be used for any activity whose sole purpose is the sale of franchises. However, the design and maintenance of Bonchon's website, for which fund monies may be used, may include information and solicitations for prospective franchisees. Public relations and community involvement activities may also result in greater awareness of the Bonchon brand and the franchise opportunity.

This policy means that while Bonchon will not directly use the advertising fund to recruit new franchisees, the fund can be used for activities that may indirectly lead to franchise sales. This includes maintaining a website that provides information to potential franchisees and engaging in public relations efforts that increase brand awareness.

For a prospective franchisee, this indicates that the System Brand Fund, which franchisees contribute to, is primarily focused on promoting the Bonchon brand to customers rather than on franchise recruitment. However, franchisees may still benefit from increased brand awareness and a strong online presence that indirectly supports franchise sales. Franchisees may want to inquire about the specific allocation of funds between direct consumer advertising and indirect franchise recruitment activities to understand how their contributions are being used.