What are the 'Names and Marks' that identify the Burros Fries system?

WHEREAS, We identify our System by means of certain trade names, service marks, trademarks, logos, emblems, trade dress and other indicia of origin, including but not limited to the mark "Burros & Fries" and such other trade names, service marks, trademarks and trade dress as are now designated (or may be designated hereafter by us in writing) for use in connection with our System (referred to as the "Names and Marks," "Names" or "Marks"); and

WHEREAS, We continue to develop, use, and control the use of such Names and Marks to identify for the public the source of Products and Services marketed thereunder and under our System, and to represent the System's high standards of consistent quality, appearance, and service; and

WHEREAS, We have established substantial goodwill and business value in our Names and Marks, expertise and System; and

WHEREAS, We have the right to license the System, including our expertise for conducting and operating a business under the mark and design Burros & Fries; and

WHEREAS, Franchisee desires to obtain a franchise from us and we desire to sell a franchise to Franchisee for the right to use the Names and Marks and the expertise for operating a Burros & Fries Franchised Business, and to obtain the benefits and knowledge of our System including, but without limitation: our build out and design specifications, Products, Services, unique menu items, proprietary sauces and recipes, food preparation techniques, procedures and methods; food presentation standards, procedures for sanitation and operations, purchasing strategies, vendor and suppliers, procedures for safety and quality control, inventory management systems, cost and pricing strategies, guidelines for employee hiring, training and retention; small retail area with novelty items offered for sale, promotional programs,

Source: Item 22 — CONTRACTS (FDD page 53)