Who benefits from the national or regional creative materials provided by the Crave Brand Development Fund?

According to Crave's 2025 Franchise Disclosure Document, the Brand Development Fund is established to provide national or regional creative materials for the benefit of the entire Crave system. This means that all Crave franchised businesses, including Restaurants, Food Trucks, and Express locations, are intended to benefit from the fund's activities. The purpose of the fund is to enhance the brand's image and recognition through coordinated marketing efforts.

Crave franchisees contribute to this fund through a Brand Development Fee, which is 2% of Gross Sales, payable weekly along with the Royalty Fee. The funds collected are then used to create marketing materials and campaigns that aim to drive business to all Crave locations. This collective approach to marketing is common in franchising, allowing individual franchisees to benefit from larger-scale advertising and promotional activities that would be difficult or impossible to execute on their own.

Crave also mentions the possibility of forming cooperatives that include all Franchised Businesses in a designated geographic area, potentially including Crave businesses owned by Crave itself or its affiliates. Each Crave business has one vote in the cooperative, but no one Crave business or commonly controlled group of businesses will have more than 25% of the total vote. However, no cooperatives have been established as of the date of the 2025 Disclosure Document.