Outside of operating restaurants, in what other lines of business can Brueggers Bagels use the Bruegger's brand, and where?

According to Brueggers Bagels's 2025 Franchise Disclosure Document, Brueggers Bagels retains the right to use the Bruegger's brand in lines of business other than restaurant operations. This use of the brand is permitted anywhere in the world.

This means that Brueggers Bagels, as the franchisor, can leverage its brand recognition and equity to venture into various non-restaurant business activities. These activities could include developing and selling branded merchandise, packaged food products, or other goods and services, without offering any of these opportunities to its franchisees.

For a potential franchisee, this clause indicates that Brueggers Bagels has broad rights to exploit the brand beyond the traditional bakery model. While this could enhance overall brand awareness, it also means that franchisees may face competition from the franchisor itself in different market segments. It is important for prospective franchisees to understand how these potential ventures might impact their own operations and revenue.