What are Dickeys Barbecue Pit franchisees prohibited from doing regarding computer or electronic media?
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 generally prohibited from independently developing or using computer and electronic media to promote their restaurants if it uses Dickeys Barbecue Pit's proprietary marks or offers similar products/services. This includes creating or utilizing websites, mobile apps, social media pages, Google Listings, bulletin boards, or blogs.
However, Dickeys 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]" and integrate messaging as the Dickey's marketing team determines on any page maintained on a social media platform. This ensures a consistent brand presence and allows Dickeys Barbecue Pit to control the marketing message across all franchise locations.
This policy reflects a common practice in franchising, where franchisors seek to maintain brand consistency and control over marketing efforts. By centralizing control over digital marketing, Dickeys Barbecue Pit aims to ensure that all online promotions align with the overall brand strategy and comply with established standards. Franchisees need to be aware of these restrictions and work closely with the Dickeys Barbecue Pit marketing team to ensure compliance.