How should a Southern Steer franchisee identify themselves as the owner and operator of their business?
Southern_Steer Franchise · 2025 FDDAnswer from 2025 FDD Document
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. Franchisee further agrees to more prominently display the Marks over any secondary name or designation in identifying Franchisee's Southern Steer Business and related products and services.
- (c) Use of Marks with Other Trade Names.
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 identify themselves as the independent owner and operator of their Southern Steer Business in the manner prescribed by Southern Steer in the Brand Manual. The franchisee cannot identify themselves in a way that could mislead someone into thinking they are an employee or agent of Southern Steer.
Southern Steer requires franchisees to use the trademark "SOUTHERN STEER BUTCHER" as the primary identification of their Southern Steer Business, unless otherwise specified in the agreement. The franchisee must prominently display the marks on letterheads, marketing materials, advertising, forms, and packaging. The marks should be more prominently displayed than any secondary name or designation used to identify the Southern Steer Business and its related products and services.
Furthermore, in all dealings with third parties, including employees, suppliers, vendors, and customers, the franchisee must disclose in a manner acceptable to Southern Steer that they are an independent entity licensed by Southern Steer. If a franchisee or their representatives use titles such as "president," they must clarify that the position is held within the franchisee's entity and not with Southern Steer itself. If a franchisee wants to use their existing trade name or business name in conjunction with the Marks, they must obtain approval from Southern Steer, which may be withheld at Southern Steer's discretion.