Are Dickeys Barbecue Pit franchisees allowed to use social media to promote their restaurant?
Dickeys_Barbecue_Pit Franchise · 2024 FDDAnswer from 2024 FDD Document
Dickey's to modify its website and to conduct promotions on a system-wide basis, and you and your Restaurant will participate in all such promotions. You are strictly prohibited from developing, creating, generating, owning, licensing, leasing or otherwise utilizing any computer media or electronic media, including, the Internet, World Wide Web, mobile apps appearing on smartphones or other electronic devices (including, for example, Android Marketplace or the Apple Store), social media webpage (including, for example, X, Instagram, LinkedIn), Google Listings, bulletin boards, or blogs (including, for example, Yelp, TripAdvisor) to promote your Restaurant, that uses any of the Proprietary Marks, or that offers to sell or sells any products or services offered by Dickey's Restaurants; except that you must participate in and maintain a Facebook page or other relevant social media platforms as the Dickey's marketing team determines under the name "Dickey's Barbecue Pit - [City, State]." (Franchise Agreement - Article 5). You must integrate messaging as the Dickey's marketing team determines on any page you maintain on a social media platform.
Source: Item 11 — FRANCHISOR'S ASSISTANCE, ADVERTISING, COMPUTER SYSTEMS, AND TRAINING (FDD pages 50–61)
What This Means (2024 FDD)
According to Dickeys Barbecue Pit's 2024 Franchise Disclosure Document, franchisees are restricted in their independent use of social media for promotion. Franchisees cannot independently develop or utilize any computer or electronic media, including social media, to promote their restaurant using Dickey's Proprietary Marks or to sell Dickey's products or services.
However, Dickey's Barbecue Pit franchisees are required to participate in and maintain a Facebook page or other relevant social media platforms as determined by the Dickey's marketing team, under the name "Dickey's Barbecue Pit - [City, State]." Franchisees must also integrate messaging as determined by the Dickey's marketing team on any social media platform they maintain.
This means that while franchisees must have a social media presence, their control over branding and messaging is limited and subject to Dickey's Barbecue Pit's marketing team's direction. This ensures brand consistency across all franchise locations but may limit a franchisee's ability to implement unique local marketing strategies without corporate approval.