How will the franchisee's Southern Steer business become identified during the franchise relationship?
Southern_Steer Franchise · 2025 FDDAnswer from 2025 FDD Document
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- (a) License and Limitation of Use. The Franchisor hereby grants to the Franchisee the nonexclusive personal right to 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 accordance with the provisions of this Agreement and as permitted by 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.
- (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, the franchisee will primarily identify their business as "SOUTHERN STEER BUTCHER," except as otherwise provided in the agreement. 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.
Southern Steer franchisees are prohibited from identifying themselves in any way that could mislead someone into believing they are an employee or agent of the franchisor. The franchisee is required to prominently display Southern Steer's trademarks on letterheads, marketing materials, advertising, forms, and packaging.
Furthermore, the franchisee must display the Southern Steer marks more prominently than any secondary name or designation used to identify the Southern Steer business and its related products and services. If a franchisee wishes to use their existing trade name or business name in conjunction with Southern Steer's marks, they must first obtain approval from Southern Steer, which can be withheld at Southern Steer's discretion, according to the guidelines in the Brand Manual.