Can Brueggers Bagels designate and own the telephone numbers for a franchisee's Bakery?

According to the 2025 Brueggers Bagels Franchise Disclosure Document, upon termination or expiration of the franchise agreement, the franchisee must take action to cancel any assumed name registration or equivalent registration, and any e-mail address or domain name registration, obtained by them which contains "Bruegger's" or any other Proprietary Marks. The franchisee must furnish evidence satisfactory to Brueggers Bagels of compliance with this obligation within five days after termination or expiration of the agreement.

Furthermore, the Brueggers Bagels franchise agreement states that the franchisee appoints Brueggers Bagels as their attorney-in-fact to carry out the requirements of this obligation if the franchisee fails to do so within the five-day period. This indicates that Brueggers Bagels wants to maintain control over its brand identity and online presence, including domain names and email addresses, even after a franchise agreement ends.

While the FDD excerpt does not explicitly mention telephone numbers, the broad language regarding "other electronic identifiers" and the steps required to cancel registrations associated with the Bruegger's Bagels brand suggest that Brueggers Bagels likely wants to control and potentially own the telephone numbers used for the Bakery. This would allow them to maintain brand consistency and prevent any potential misuse of the Bruegger's Bagels name after a franchise terminates. A prospective franchisee should clarify this point with Brueggers Bagels during their due diligence.

In general, it is common practice in franchising for the franchisor to maintain control over brand-related assets, especially those that could impact brand reputation or customer experience. This practice ensures uniformity and protects the brand's goodwill. Therefore, it is advisable for a potential franchisee to discuss telephone numbers with the franchisor.