What specific marks does Brueggers Bagels use to identify the System and the Bakeries operating under it?

According to the 2025 Brueggers Bagels Franchise Disclosure Document, the company identifies its system and bakeries through specific trade names, service marks, trademarks, logos, emblems, and other indicators of origin. The specific marks used include "Bruegger's Bagels" and "Bruegger's". The FDD also states that Brueggers Bagels may designate additional trade names, service marks, and trademarks for use within the system in the future. These marks are collectively referred to as the "Proprietary Marks".

For a prospective franchisee, this means that they are granted the right to use these Proprietary Marks to operate their Brueggers Bagels bakery. However, this right is limited to the terms and conditions outlined in the Franchise Agreement. Unauthorized use of these marks constitutes an infringement of Brueggers Bagels' rights. Franchisees must only use the designated Proprietary Marks in the manner authorized by Brueggers Bagels.

Specifically, franchisees must operate and advertise their bakery only under the names "Bruegger's" and "Bruegger's Bagels", using all Proprietary Marks without any prefixes or suffixes. They are also prohibited from using these marks as part of their corporate or legal name. All advertising and promotional materials, packaging, signs, and websites must display the Proprietary Marks in the prescribed form, color, size, and location as specified by Brueggers Bagels. Franchisees must also identify themselves as a licensee of the Proprietary Marks, not the owner, in all uses of the marks, including on business documents and at conspicuous locations within the premises.

Upon termination or expiration of the Franchise Agreement, the franchisee must cease all use of the Proprietary Marks, including the "Bruegger's" and "Bruegger's Bagels" names and marks. They must also cancel any assumed name registrations, email addresses, or domain name registrations containing these marks. This ensures that the franchisee no longer represents themselves as a current or former franchisee of Brueggers Bagels and prevents any potential confusion or dilution of the brand's identity.

Brueggers Bagels retains the right to modify or add to the Proprietary Marks used in connection with the System. This allows them to adapt their branding and marketing strategies as needed. Prospective franchisees should stay informed about any changes to the Proprietary Marks and ensure they comply with all guidelines for their use.