Who specifies the alterations needed to distinguish a former Cream shop?

According to Cream's 2025 Franchise Disclosure Document, if Cream does not exercise its option to purchase a franchisee's shop, the franchisee must promptly make alterations to distinguish the shop from its former appearance and from other Cream shops. Cream specifies these alterations, which the franchisee must complete at their own expense. These alterations include removing all materials and signage bearing Cream's Marks and removing all materials and components of Cream's trade dress from the interior and exterior of the premises. Cream determines what is necessary to prevent public confusion and comply with non-competition provisions.

This means that if a Cream franchise agreement ends and Cream does not buy the location, the franchisee is responsible for changing the shop's appearance so it no longer resembles a Cream shop. This includes removing Cream's branding and trade dress, with the specific changes dictated by Cream.

For a prospective franchisee, this highlights the importance of understanding the potential costs associated with decommissioning a Cream shop if the franchise agreement is not renewed or is terminated. The franchisee will bear the expense of these alterations. It is also important to note that the specific alterations are determined by Cream, giving the franchisee limited control over the process.