What is the Crave franchisee's obligation to use the Marks and System?

According to Crave's 2025 Franchise Disclosure Document, franchisees must operate and advertise their franchised business solely under the name "Crave" without any additional prefixes or suffixes, unless otherwise authorized or required by Crave. Franchisees cannot use the Marks as part of their legal corporate name, and they must obtain approval from Crave before registering any trade name or "d/b/a" with the relevant state authority. Franchisees must identify themselves as the independent owner of the franchised business in conjunction with any use of the Marks, including on invoices, order forms, receipts, and contracts, and must display a notice in a conspicuous location on the premises or on any delivery vehicles as designated by Crave. Franchisees are prohibited from using the Marks to incur any obligation or indebtedness on behalf of Crave and must comply with Crave's instructions for filing and maintaining trade name or fictitious name registrations, including executing any documents necessary to protect the Marks.

Crave franchisees are restricted in their use of social media and websites. Crave retains control over all internet, website, and electronic commerce activities related to the System. While Crave will provide a listing for the franchisee's business on its website and may offer a "click through" subpage for promotion, franchisees must provide updated content for their subpage as specified by Crave. Franchisees are prohibited from creating their own websites or having an online presence that incorporates the "Crave" name or similar marks without prior written approval. Franchisees must also adhere to Crave's social media standards, including restrictions on posting or blogging about the business or System, except on authorized platforms. Crave will provide access to branded social media assets, which franchisees must update regularly, and Crave reserves the right to conduct collective campaigns via local social media on the franchisee's behalf.

Furthermore, franchisees are prohibited from engaging in any activities that could harm the goodwill associated with Crave's Marks and System. This includes diverting business to competitors or taking any action that could negatively impact the business of Crave or its franchisees. During the term of the Franchise Agreement and for two years after its expiration or termination, franchisees and their principals are restricted from engaging in any Competitive Business, defined as a food service business offering similar products, within areas where Crave has used or registered similar Marks, without prior written consent. This obligation ensures that franchisees actively promote and protect the Crave brand and do not take actions that could undermine its value or reputation.