Who renegotiated the Master Services Agreement with Coca-Cola for the Crowne Plaza franchise?
Crowne_Plaza Franchise · 2025 FDDAnswer from 2025 FDD Document
In a continued effort to provide a best-in-class beverage program for guest and owners, IHG® has recently renegotiated the Master Services Agreement with Coca-Cola®:
Agreement Highlights:
- Lowers product costs for IHG® hotels by approximately 7% on average
- Secures access to equipment & unlimited service calls free of charge
- Provides incremental marketing capacity for IHG revenue-driving campaigns and F&B initiatives
- ALL applicable hotels are required to sign a NEW Coca-Cola Participation Agreement to receive the negotiated pricing & remain compliant with the existing brand standard (ID 55838).
NOTE: If your hotel has recently opened, you may have signed a previous agreement. Signing the December 2020 agreement IS REQUIRED.
Questions? Go to IHG Merlin and search Coca-Cola Beverage Program. If your questions are not answered in the Merlin article, please email CokeContracts@ihg.com.
Source: Item 23 — Receipts (FDD pages 100–424)
What This Means (2025 FDD)
According to the 2025 Crowne Plaza Franchise Disclosure Document, IHG (InterContinental Hotels Group) renegotiated the Master Services Agreement with Coca-Cola. This renegotiation was aimed at providing a better beverage program for both guests and owners of Crowne Plaza franchises.
The agreement highlights several benefits for Crowne Plaza hotels, including a reduction in product costs by approximately 7% on average. It also secures access to equipment and unlimited service calls at no charge. Additionally, the agreement provides increased marketing capacity for IHG revenue-driving campaigns and food and beverage initiatives.
To take advantage of the negotiated pricing and remain compliant with brand standards, all applicable Crowne Plaza hotels are required to sign a new Coca-Cola Participation Agreement. The FDD specifies that even hotels that recently opened and may have signed a previous agreement must sign the December 2020 agreement. Franchisees with questions are directed to IHG Merlin or an email address for further assistance.