Is a Southern Steer franchisee allowed to counsel someone else to tarnish the image of the Southern Steer brand?
Southern_Steer Franchise · 2025 FDDAnswer from 2025 FDD Document
ithfully, honestly and diligently perform Franchisee's obligations under this Agreement, including in the promotion and development of Franchisee's Southern Steer Business in Franchisee's Protected Territory.
- (c) Conduct. Franchisee will at all times cooperate with Franchisor, existing and prospective Southern Steer franchisees, and Affiliates in accomplishing the purpose of this Agreement. Franchisee agrees, at all times, to give prompt, courteous, friendly, and efficient service to all current and prospective customers. Franchisee agrees to adhere to the highest standards of honesty, integrity, fair dealing and ethical conduct when dealing with current and prospective customers, suppliers, Franchisor, Affiliates and the public.
- (d) Presentation Of Uniform Image. The presentation of a uniform image to the public is an essential element of the System. Franchisee will maintain the image of the Southern Steer Business at all times in accordance with Franchisor's standards and specifications, including: (i) ensuring that the Franchised Location is maintained in a clean and orderly manner; (ii) ensuring that all FF&E remain in good, clean condition and inventory is properly displayed; and (iii) only offering such types of products, food items and services, including Food, Beverages and Products, that Franchisor authorizes from time to time for use by Franchise's Southern Steer Business as set forth in the Brand Manual and this Agreement.
- (e) Cooperation. Franchisee agrees to cooperate with and communicate directly with Franchisor. Franchisee agrees to notify Franchisor of any change of Franchisee's Southern Steer Business or personal address, telephone number, facsimile number or e-mail address within 10 days of any such change.
- (f) Promotions. Franchisee will fully participate in all such promotional campaigns, prize contests, special offers and other programs, national, regional or local in nature (including the introduction of new products, services and Food, Beverages and Products, or other marketing programs directed or approved by Franchisor), which are prescribed from time to time by Franchisor. Franchisee will be responsible for the costs of such participation.
- (g) Gift Cards; Loyalty Programs.
Source: Item 22 — ITEM. 22 CONTRACTS (FDD pages 61–168)
What This Means (2025 FDD)
According to the 2025 Southern Steer Franchise Disclosure Document, franchisees are expected to conduct themselves in a manner that upholds the brand's image and reputation. Specifically, Southern Steer franchisees must adhere to standards of honesty, integrity, fair dealing, and ethical conduct when interacting with customers, suppliers, the franchisor, and the public. This suggests that any action, including counseling others to tarnish the brand's image, would be a breach of the agreement.
Southern Steer requires franchisees to cooperate with the franchisor and other franchisees to achieve the agreement's purpose. This includes maintaining a uniform image to the public, which is considered an essential element of the Southern Steer system. Franchisees must ensure their location is clean, orderly, and that all fixtures, furniture, and equipment are in good condition. They are also limited to offering only products and services authorized by Southern Steer, as outlined in the Brand Manual and the franchise agreement.
Furthermore, franchisees are responsible for promoting and developing their Southern Steer business and must use the trademarks and system in compliance with the agreement and the Brand Manual. Unauthorized use of 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 is prohibited. Any prohibited use by Franchisee will constitute an infringement of Franchisor's rights, including in connection with the sale of an unauthorized services or products or in a manner not authorized in writing by Franchisor. Franchisee acknowledges that any infringement will cause substantial harm to Franchisor, its Affiliates, other Southern Steer franchisees, licensees and other Franchisor's Southern Steer Businesses. Therefore, actively advising someone to damage the Southern Steer brand would likely violate these terms, potentially leading to consequences outlined in the agreement.