For a Southern Steer franchise, what is the primary trademark that the Franchisee must use for business identification?
Southern_Steer Franchise · 2025 FDDAnswer from 2025 FDD Document
nual. Franchisee further acknowledges and agrees that Franchisee must obtain Franchisor's prior approval before using the Marks, System, Confidential Information, Trade Secrets, Brand Manual, Website, URLs containing the Marks or any portion thereof and other proprietary information provided to Franchisee by Franchisor, its Affiliates or on behalf of Franchisor or its Affiliates for purposes outside Franchisor's typical marketing purposes.
- (b) Business Identification. Except as provided in Section 15.3(b) or otherwise in this Agreement, Franchisee will use the trademark "SOUTHERN STEER BUTCHER" as the primary identification of Franchisee's Southern Steer Business. But Franchisee agrees to identify itself as the independent owner and operator of Franchisee's Southern Steer Business in the manner prescribed by Franchisor in the Brand Manual. Franchisee will not identify itself in a manner which may mislead someone that Franchisee are an employee or agent of Franchisor. Franchisee agrees to prominently display the Marks in the manner prescribed by Franchisor in connection with Franchisee's Southern Steer Business's letterhead, marketing materials, advertising, forms and packaging.
Source: Item 22 — ITEM. 22 CONTRACTS (FDD pages 61–168)
What This Means (2025 FDD)
According to the 2025 Southern Steer Franchise Disclosure Document, a franchisee must use the trademark "SOUTHERN STEER BUTCHER" as the primary identification for their Southern Steer Business, except as otherwise provided in the franchise agreement.
This means that when identifying the business, the franchisee must prominently use the specified trademark. However, the franchisee must also identify themselves as the independent owner and operator of the Southern Steer Business in a manner prescribed by Southern Steer in the Brand Manual. This ensures customers understand they are dealing with an independently owned franchise location.
The franchisee is not allowed to identify themselves in any way that could mislead someone into thinking they are an employee or agent of the franchisor, Southern Steer. The franchisee must also prominently display the trademarks on letterheads, marketing materials, advertising, forms, and packaging, and these trademarks should be more prominent than any secondary name or designation used by the franchisee.
Before using an existing trade name or business name in conjunction with the Southern Steer marks, the franchisee must obtain approval from Southern Steer, following the guidelines in the Brand Manual. Southern Steer retains the right to withhold this approval at its sole discretion. This ensures that all branding and marketing efforts align with Southern Steer's standards and protect the brand's image.