If Crave requires a franchisee to discontinue or modify their use of Crave's trademarks, who bears the expense?
Crave Franchise · 2025 FDDAnswer from 2025 FDD Document
We may require you, at your expense, to discontinue or modify your use of any of the Marks or to use one or more additional or substitute trade names, service marks, trademarks, symbols, logos, emblems and indicia of origin if we determine that an addition or substitution will benefit the System.
Source: Item 13 — TRADEMARKS (FDD pages 46–47)
What This Means (2025 FDD)
According to Crave's 2025 Franchise Disclosure Document, a franchisee is responsible for the expenses incurred if Crave requires them to discontinue or modify the use of any of Crave's marks. Crave may mandate this discontinuation or modification, or the use of additional or substitute trademarks, if Crave determines that such changes will benefit the Crave system.
This means that if Crave decides to rebrand, update its logos, or change its service marks for the benefit of the entire franchise system, the franchisee will have to pay for the costs associated with implementing those changes at their individual location. These costs could include new signage, marketing materials, and other items bearing the updated trademarks.
It is important for a prospective Crave franchisee to consider this potential expense when evaluating the franchise opportunity. While rebranding or trademark updates can be beneficial in the long run, they can also represent a significant financial burden for franchisees, especially if they occur frequently. Franchisees should inquire about Crave's history of trademark changes and its plans for future branding initiatives to better understand the potential costs involved.