What are some of the Proprietary Marks used by Brueggers Bagels to identify the System?

According to Brueggers Bagels' 2025 Franchise Disclosure Document, the Proprietary Marks used to identify their System include "Bruegger's" and "Bruegger's Bagels". The document also states that the company may designate other trade names, service marks, trademarks, logos, emblems, and indicia of origin for use in connection with the System in the future. These marks are used to identify the System and the restaurants operating under it, which are referred to as "Bakeries".

For a prospective franchisee, this means that they are granted the right to use these Proprietary Marks under the terms of the Franchise Agreement. However, this right is limited, and any unauthorized use of these marks constitutes an infringement of Brueggers Bagels' rights. Franchisees are required to use only the designated Proprietary Marks in the manner authorized by Brueggers Bagels, and they must operate and advertise their Bakery only under the names "Bruegger's" and "Bruegger's Bagels", without any prefixes or suffixes.

Furthermore, franchisees must ensure that all advertising and promotional materials, packaging, signs, and websites bear the Proprietary Marks in the prescribed form, color, size, and location. They must also identify themselves as a licensee of the Proprietary Marks, not the owner, in conjunction with any use of the marks. Upon termination or expiration of the Franchise Agreement, franchisees must cease using the Proprietary Marks and take necessary actions to cancel any registrations containing "Bruegger's" or any other Proprietary Marks.

Brueggers Bagels retains the right to use the "Bruegger's" brand in other lines of business besides the operation of restaurants, anywhere in the world. This means that while a franchisee is developing a Brueggers Bagels location, Brueggers Bagels can still operate or franchise other locations outside the franchisee's development area, operate outlets at non-traditional locations, and sell or distribute packaged food products under the Bruegger's mark through other channels of distribution.