Is the license to use the Proprietary Marks and Works granted to me by Brueggers Bagels exclusive?

According to Brueggers Bagels's 2025 Franchise Disclosure Document, the license granted to a franchisee to use the Proprietary Marks and the Works is nonexclusive. This means that Brueggers Bagels retains the right to use the Proprietary Marks and Works themselves and to license others to do so as well.

This nonexclusive arrangement has several implications for a prospective Brueggers Bagels franchisee. It means that Brueggers Bagels can license other franchisees or even operate their own outlets using the same branding and materials. This could potentially lead to increased competition within the market, as other businesses, including those directly affiliated with Brueggers Bagels, could be operating nearby.

However, the FDD also outlines certain protections for franchisees, such as a Development Area where Brueggers Bagels agrees not to establish or franchise other Bakeries, subject to certain exceptions. These exceptions include the rights to operate at Non-Traditional Locations (like airports or universities) and to distribute products through other channels like supermarkets. Therefore, while the license itself is nonexclusive, there may be some territorial protections in place to mitigate direct competition from other Brueggers Bagels locations.

It is important for a potential franchisee to carefully consider the implications of a nonexclusive license and to fully understand the scope of any territorial protections offered by Brueggers Bagels. This includes evaluating the potential for competition from other Brueggers Bagels outlets or alternative distribution channels within their target market.