For Brueggers Bagels, what does the term 'Proprietary Marks' include?

According to the 2025 Brueggers Bagels Franchise Disclosure Document, the Proprietary Marks include the trade names, service marks, trademarks, logos, emblems, and indicia of origin that Brueggers Bagels uses to identify the System and its restaurants (Bakeries). Specifically, the marks "Bruegger's" and "Bruegger's Bagels" are included, along with any other trade names, service marks, and trademarks that Brueggers Bagels may designate in the future for use with the System.

As a Brueggers Bagels franchisee, it is critical to understand that the right to use these Proprietary Marks is granted solely under the terms of the Franchise Agreement. The franchisee does not have the right to sub-franchise the use of these marks to any other person or entity. This means that the franchisee's ability to leverage the brand's identity is strictly controlled by Brueggers Bagels, ensuring consistency and quality across all franchised locations.

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. The franchisee must also cancel any assumed name, e-mail address, or domain name registrations that contain "Bruegger's" or any other Proprietary Marks. This obligation highlights the importance of adhering to the terms of the agreement and understanding the limitations on using the brand's intellectual property.