Can a Hawaiian Bros Island Grill franchisee use 'Hawaiian Bros Island Grill' as part of their legal name?
Hawaiian_Bros_Island_Grill Franchise · 2025 FDDAnswer from 2025 FDD Document
Franchisee may not use "Hawaiian Bros Island Grill" or any of Company's other Marks, or any abbreviation, acronym or variation of the Marks, as part of its legal name, as part of the name of any Business Entity in which Franchisee owns or holds an interest, or as part of any email address, domain name registration, Social Media name, or other identification of Franchisee's business, regardless of the medium.
However, Franchisee may, if required by law, file an assumed name or fictitious name certificate to the effect that Franchisee is operating the Franchised Restaurant under the Hawaiian Bros Island Grill trade name or service mark.
Franchisee must identify itself as a franchisee with an independently owned, operated, and managed business on all business forms (including letterhead, invoices, order forms, receipts, and contracts) upon which the Marks are used in an approved manner.
Source: Item 23 — RECEIPTS (FDD pages 77–262)
What This Means (2025 FDD)
According to the 2025 FDD, a Hawaiian Bros Island Grill franchisee is generally prohibited from using the brand's name as part of their legal business name. Specifically, franchisees cannot use "Hawaiian Bros Island Grill" or any of the company's other marks, abbreviations, acronyms, or variations of the marks in their legal name, the name of any business entity they own or hold interest in, or in any email address, domain name, social media name, or other business identification. This restriction applies regardless of the medium used.
However, the Hawaiian Bros Island Grill FDD does provide a limited exception. If required by law, a franchisee may file an assumed or fictitious name certificate indicating they are operating the franchised restaurant under the "Hawaiian Bros Island Grill" trade name or service mark. This allowance is likely intended to comply with local business registration requirements in certain jurisdictions.
Even when using the Hawaiian Bros Island Grill trade name under an assumed name certificate, franchisees must clearly identify themselves as independent owners/operators on all business forms where the marks are used. This includes letterheads, invoices, order forms, receipts, and contracts. This requirement reinforces that while franchisees are authorized to operate under the Hawaiian Bros Island Grill name, they must also make it clear that the business is independently owned and managed.