What is a Southern Steer franchisee obligated to do regarding the reputation and prestige of the Southern Steer marks?
Southern_Steer Franchise · 2025 FDDAnswer from 2025 FDD Document
The Franchisor has developed and will continue to develop uniform standards of quality, cleanliness, service, and safety applicable to all Southern Steer Businesses, including the Franchisee's Southern Steer Business, to protect and maintain for the benefit of the Franchisor and all of its franchisees and developers the distinction, valuable goodwill and uniformity represented and symbolized by the Marks and the System.
The Franchisee agrees to maintain the uniformity and quality standards required by the Franchisor for all Foods, Beverages and Products, and the services associated with the Marks and the System, and agrees to the terms and conditions contained in this Section 9 to assure the public that all Southern Steer Businesses will be uniform in nature and will sell and dispense quality Foods, Beverages and Products.
The Franchisee will use the Marks and the System in strict compliance with the moral and ethical standards, quality standards, health standards, operating procedures, specifications, requirements and instructions required by the Franchisor.
Franchisee will only use 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 in the identification, marketing, promotion and operation of Franchisee's Southern Steer Business during the Initial Term and Interim Period and only in compliance with this Agreement and Franchisor's rules and guidelines set out in the Brand Manual.
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.
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 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.
Franchisee will obtain Franchisor's approval in accordance with the guidelines in the Brand Manual, which may be withheld in Franchisor's sole discretion, before using Franchisee existing trade name or business name in conjunction with the use of the Marks.
Franchisee is prohibited from any 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. 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.
Franchisee will use all proper copyright and trademark notices when using the Copyrighted Material and Marks as set forth in the Brand Manual.
The Franchisee will not have the right to establish a website, mobile application, or blog or any other social presence on the Internet to advertise or promote its Southern Steer Business without Franchisor's prior written approval.
The Franchisee hereby agrees to participate in such Online Ordering/Delivery System at the Southern Steer Business.
Source: Item 22 — ITEM. 22 CONTRACTS (FDD pages 61–168)
What This Means (2025 FDD)
According to Southern Steer's 2025 Franchise Disclosure Document, franchisees have several obligations to maintain the reputation and prestige of the Southern Steer marks. Southern Steer franchisees must adhere to quality and service standards to protect the goodwill associated with the marks and the System. This includes maintaining uniformity and quality standards for all Foods, Beverages, Products, and services. Franchisees must also use the Marks and the System in strict compliance with the franchisor's standards.
Southern Steer requires franchisees to use the marks, system, and other proprietary information only for the identification, marketing, promotion, and operation of their Southern Steer Business, and only in compliance with the franchise agreement and the Brand Manual. Franchisees need to obtain prior approval from Southern Steer before using these assets for purposes outside of typical marketing activities. The franchisee must use "SOUTHERN STEER BUTCHER" as the primary identification of their business, while also identifying themselves as the independent owner and operator in a manner prescribed by Southern Steer.
Furthermore, franchisees must prominently display the Southern Steer marks on letterheads, marketing materials, advertising, forms, and packaging, ensuring the marks are more prominent than any secondary name or designation. Franchisees also need to get approval before using their existing trade name or business name in conjunction with the Southern Steer marks. Unauthorized use of the marks or system is prohibited, and any infringement can cause substantial harm to Southern Steer and its franchisees. Franchisees must also use all proper copyright and trademark notices when using the Copyrighted Material and Marks as set forth in the Brand Manual.
In addition, Southern Steer franchisees are not allowed to establish a website, mobile application, or blog to promote their Southern Steer Business without prior written approval from Southern Steer. Franchisees are also required to participate in any Online Ordering/Delivery System that Southern Steer establishes and comply with all requirements outlined in the Brand Manual. These measures ensure that the Southern Steer brand maintains a consistent and reputable image across all franchise locations and online platforms.