What is the 'Primary Mark' for the Carvel franchise?

According to the 2025 Carvel Franchise Disclosure Document, the 'Primary Mark' is CARVEL®. This is the main trademark or service mark under which Carvel operates its franchise system. The franchise agreement specifies that Carvel and its affiliates have developed and own a distinctive business format and set of operating procedures, known as the 'System,' for food-related businesses offering approved products. These products are offered under the 'Primary Mark'.

For a prospective franchisee, understanding the 'Primary Mark' is crucial because it represents the brand's identity and the goodwill associated with it. Franchisees are granted the right to use this mark as part of their franchise agreement, allowing them to benefit from Carvel's brand recognition. However, franchisees must adhere to Carvel's standards and guidelines to maintain the integrity of the 'Primary Mark'.

The FDD also mentions that Carvel and its affiliates reserve all rights not expressly granted to the franchisee, including the right to establish or license franchises offering similar products under the 'Marks' or other marks outside the Area of Protection. This highlights the importance of understanding the scope of rights granted to the franchisee and the limitations imposed by the franchise agreement. In some instances, the 'Primary Mark' can be CINNABON SWIRL™ and CARVEL®.