For a Dq Treat restaurant, can I use any of the Trademarks as part of my business entity name?

According to the 2025 Dq Treat FDD, franchisees are explicitly prohibited from using any of the brand's trademarks as part of their business entity name. This restriction extends to trademarks such as DQ®, Dairy Queen®, DQ Grill & Chill®, Orange Julius®, or Blizzard®. If a franchisee were to incorporate any of these trademarks into their business entity name, they would be required to change it. This policy is in place to protect the Dq Treat brand and ensure consistent brand representation across all franchise locations.

This restriction is further reinforced by the detailed guidelines provided in the FDD regarding trademark usage. While franchisees are permitted to use the DQ® mark as the trade name of their restaurant (unless otherwise directed by the company), they cannot use any additional words with the trademarks without prior written consent from Dq Treat. This ensures that the use of the trademarks remains under the control of the company, maintaining brand consistency and preventing unauthorized use.

The FDD also clarifies that Dq Treat retains the sole right to advertise the System on the internet and to manage websites using the trademarks. Franchisees are restricted from creating or registering any internet domain name in connection with the restaurant or using any of the trademarks as domain names. This control over online presence is crucial for maintaining a unified brand image and preventing any potential misuse of the trademarks in the digital space.

For prospective franchisees, it is essential to adhere to these trademark guidelines to avoid any legal or contractual issues with Dq Treat. Ensuring compliance with these rules is a key aspect of maintaining a successful and mutually beneficial franchise relationship. Franchisees should consult the Operations Manual and seek written consent from Dq Treat for any trademark-related usage to ensure they are in full compliance with the franchise agreement.