What is the purpose of the new Coca-Cola agreement for Even Hotels franchisees?
Even_Hotels 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 99–438)
What This Means (2025 FDD)
According to Even Hotels' 2025 Franchise Disclosure Document, IHG (InterContinental Hotels Group), the parent company of Even Hotels, renegotiated the Master Services Agreement with Coca-Cola to provide a better beverage program for guests and owners. The agreement aims to lower product costs for IHG hotels by approximately 7% on average. It also secures access to equipment and unlimited service calls free of charge, and provides incremental marketing capacity for IHG revenue-driving campaigns and F&B initiatives.
For Even Hotels franchisees, this means potentially lower costs for Coca-Cola products, which can improve profitability. The free access to equipment and service calls can reduce operational headaches and expenses related to beverage dispensing equipment. The marketing support from Coca-Cola and IHG could also help drive revenue through beverage-related promotions and initiatives.
To benefit from the negotiated pricing and remain compliant with brand standards, all Even Hotels are required to sign a new Coca-Cola Participation Agreement. The FDD specifies that even if a hotel recently opened and signed a previous agreement, signing the December 2020 agreement is still required. Franchisees with questions are directed to IHG Merlin or a specific email address for further assistance.