Under what circumstances might Crave require a franchisee to discontinue or modify their use of the Crave trademarks?

According to Crave's 2025 Franchise Disclosure Document, Crave may require a franchisee to discontinue or modify their 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. This action would be taken if Crave determines that such an addition or substitution will benefit the Crave system. This determination is at Crave's discretion.

This clause in the Franchise Agreement allows Crave to adapt its branding and trademarks as needed for the overall benefit of the franchise system. This could be due to various reasons, such as changes in market trends, legal challenges to existing trademarks, or a desire to refresh the brand's image. While this gives Crave flexibility, it also means that franchisees may be required to invest in updating signage, marketing materials, and other branded items to comply with Crave's decisions.

It is important to note that these changes are to be implemented at the franchisee's expense. This could represent a significant, unplanned cost for franchisees, especially if changes are frequent or extensive. Prospective franchisees should consider this potential financial burden and inquire about Crave's history of trademark changes and the typical costs associated with such updates. Understanding the frequency and scope of potential changes will help franchisees better prepare for these expenses and assess the overall financial viability of the franchise.