What is the requirement for branding any part of a Dollar Rent A Car business that is visible to a customer?
Dollar_Rent_A_Car Franchise · 2025 FDDAnswer from 2025 FDD Document
ed from and shall not use the Hertz Marks, the Dollar Marks and the Thrifty Marks together, or in any combination, at any time in the operation of the Hertz Business, the Dollar Business and the Thrifty Business ("Multiple-Branding"), unless specifically authorized herein, in the Operations Guides, or otherwise in writing by Hertz, Dollar and Thrifty. Hertz, Dollar and Thrifty, in their sole discretion, shall determine whether the Franchisee has violated this Section. Any part or operation of the Hertz Business, the Dollar Business or the Thrifty Business that is or would be visible to a customer shall be specifically branded or identified using the Hertz Marks, the Dollar Marks or the Thrifty Marks in accordance with the applicable Hertz Franchise Agreement, Dollar Franchise Agreement or Thrifty Franchise Agreement and the Operations Guides. Unless otherwise authorized by Hertz, Dollar and Thrifty, Franchisee shall not operate the Hertz Business, the Dollar Business and the Thrifty Business, or any combination of them, from the same building in any off-airport location. Without limiting this Section 6, unless otherwise authorized by Hertz, Dollar and Thrifty, Franchisee shall comply with the following requirements:
- A. All facilities that service customers in any manner shall be branded separately and pursuant to the applicable Franchise Agreement, and shall comply with all requirements of the Operations Guides for displaying the Hertz Marks, the Dollar Marks, or the Thrifty Marks;
- B.
Source: Item 23 — RECEIPTS (FDD pages 102–301)
What This Means (2025 FDD)
According to the 2025 Dollar Rent A Car Franchise Disclosure Document, any part of the Dollar Rent A Car business visible to customers must be specifically branded with the Dollar Marks. This requirement extends to facilities servicing customers, which must be branded separately according to the Franchise Agreement and Operations Guides.
To ensure brand separation, Dollar Rent A Car franchisees must maintain distinct rental counters in areas accessible to customers, use separate telephone numbers answered with the appropriate brand announcement, operate separate buses for each brand, and ensure that counter employees do not share duties between brands simultaneously. Additionally, employees must wear separate and distinct uniforms and name tags for each brand they represent.
These strict branding guidelines ensure that customers clearly recognize and differentiate between the Hertz, Dollar Rent A Car, and Thrifty brands, especially when a franchisee operates multiple brands. Compliance with these requirements is essential for maintaining brand integrity and avoiding customer confusion, which could impact the perceived value of the Dollar Rent A Car franchise.