factual

What is the significance of the 'Brand Manual' mentioned in the Southern Steer Franchise Agreement?

Southern_Steer Franchise · 2025 FDD

Answer from 2025 FDD Document

(a) "Brand Manual" means, collectively, all books, pamphlets, training videos, discs, software, bulletins, memoranda, letters, notices or other publications or documents prepared by or on behalf of Franchisor, whether in printed or electronic format, for use by Southern Steer Franchisees, setting forth information, advice, standards, requirements, operating procedures, instructions or policies relating to the Brand of the Southern Steer System, as same may be amended, modified or enhanced from time to time by Franchisor.

Chapter 1: General Information 51. The Purpose of the Manual 2
2. How to Use This Manual 3
3. The Southern Steer Butcher Story 5
4. Guiding Principles 6
Chapter 2: The Franchise Relationship 7
1. The Franchise Defined 8
2. The Franchisee/Franchisor Relationship 9
2.1. Independent Contractor 9
2.2. Independently Owned and Operated 9
2.3. You Are the CEO of This Business 9
2.4. Joint Employment & Vicarious Liability 10
2.5. Prices & Price Fixing 10
2.5.1. Accidental Price Fixing 11
3. Our Responsibilities 12
3.1. Pre-opening Obligations 12
3.2. Continuing Obligations 12
4. Your Obligations 14
4.1. Participation in the Business 14
4.2. Compliance 14
4.2.1. Southern Steer Butcher Standards 14
4.2.1.1. Site and Lease Requirements 15
4.2.1.2. Signage 15
4.2.1.3. Remodeling & Updating 15
4.2.2. Compliance with the Law 15
4.2.3. PCIDSS Compliance 16
4.2.4. ServSafe Certification 16
4.2.5. Products & Services 16
4.2.6. Payment of Fees & Taxes 16
4.2.7. Taxes 18
4.3. Minimum Sales Requirements 18
4.4. Confidentiality 18
4.5. Site Development 19
4.5.1. Premises 19
4.5.2. Opening 19
4.5.3. Computers, Software & Technology 20
4.5.3.1. Telephone 20
4.5.3.2. Point of Sale 20
4.5.3.3. Internet Provider & Email Address 21
4.5.3.4. Website & Mobile Application 21
4.5.3.5. Online Ordering System 21
4.5.3.6. Social Media 21
4.6. Training 21
4.7. Meetings 22
4.7.1. Brand Conference 22
4.7.2. Periodic Conferences & Seminars 22
4.8. Use of Marks & Proprietary Information 23
4.9. Advertising and Promotion 23
4.9.1. Approved Marketing and Advertising 23
4.9.2. Marketing Reports 24
4.10. Insurance 24
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4.11. Approved Products & Services 25
4.11.1. Approved Vendors 25
4.12. Books, Records and Reports 26
4.12.1. Chart of Accounts 26
4.12.2. Submission of Financial Statements 26
4.13. Loyalty Rewards & Gift Card Program 27
4.14. Audits & Inspections 27
5. Establishing Your Business Entity 29
5.1. Naming & Identification 29
5.1.1. Correct Use of the Name 29
5.1.2. Sample Business Names 30
5.1.3. Governing Documents 30
5.2. Tax Identification Numbers 30
Chapter 3: Operational Standards 31
1. Overview 32
2. The Operations Standards 33
2.1. Menu Standards 33
2.2. Recipes & Production 33
2.2.1. Sides 33
2.2.2. Classes 34
2.2.3. Online & Holiday Orders 34
2.2.4. 34
Wild Game Processing
2.3. Hours of Operations 34
2.3.1. Holiday Hours 34
2.4. Tumbler 35
2.5. Scales 35
2.6. Menu Boards 35
2.7. Clothing & Appearance 35
2.7.1. Clothing 35
2.7.2. Appearance 36
2.8. Interior Signs & Marketing 38
2.9. Music & TV 38
2.10. Holiday Décor 38
2.11. Cleanliness & Organization Standards 39
2.11.1. Meat Case 39
2.11.2. Signage in the Case 40
2.11.3. Behind the Meat Case 40
2.11.4. Retail Area 40
2.11.5. Refrigerators/Freezers 41
2.11.6. Walls 41
2.11.7. Ceilings 41
2.11.8. Doors 42
2.11.9. Exterior Signage 42
2.11.10. Trashcans 42
2.11.11. Restrooms 43
2.11.12. Lighting 43
2.11.13. HVAC 43
2.12. Signs and Marketing 44
2.13. Facilities Maintenance Standards 44
2.13.1. Interior 44
2.13.2. Exterior 45
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2.13.2.1. Landscaping and Parking Lot 45
2.13.2.2. Lighting 45
2.13.2.3. Signs 46
3. Certified Meat Cutters 47
4. Service Standards 48
4.1. General Demeanor 48
4.2. Greeting Guests 48
4.3. Taking the Order 49
5. Processing the Order 50
5.1. Online Orders 50
5.2. Payments 51
5.3. Gift Cards & Loyalty Programs 51
5.4. EBT Cards 51
5.5. Thank You & Send Off 52
6. Standards Variances 53
6.1. How to Request a Variance 53
6.2. Requesting New Products & Items 53
7. Requests for Information 55
7.1. Franchise Information 55
7.2. Nutritional & Allergen Information 55
7.3. Sensitive Subjects 55
8. Special Needs 56
8.1. ADA Requirements 56
8.2. Service Animals 56
Chapter 4: Staffing Best Practices 57
1. Overview and Disclaimer 58
2. Laws and Requirements 59
3. Job Descriptions 60
3.1. Elements of a Job Description 60
3.1.1. Basic Job Identification 60
3.1.2. Essential Functions of the Job 60
3.1.3. Requirements of the Job 60
3.2. Suggested Southern Steer Butcher Job Descriptions 61
3.2.1. Designated Manager 61
3.2.2. Assistant Manager 63
3.2.3. Certified Cutter 64
3.2.4. Guest Services Associate 65
3.2.5. Prepper 66
3.2.6. Cashier 67
3.3. Replacement Staff 68
4. Lead Sources for Hiring 69
5. Confidentiality Agreements 70
6. Contact List 71
Chapter 5: Operations & Best Practices 72
1. Overview 73
2. Project 52 74
3. Butchering 75
3.1. Beef Cuts 75
3.2. Pork Cuts 75
3.3. Chicken Cuts 76
3.3.1. Sausage 76
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4. Marinades & Tumbler 77
5. Salads & Sides 78
6. Production Management 79
6.1. Holiday Order 79
7. Guest Service 80
7.1. Greeting 80
7.1.1. Disgruntled Callers 81
7.1.2. Phrases to Avoid 81
7.2. Taking the Order 82
7.2.1. Handing the Basket 82
7.3. Cashier 82
7.4. Packaging 83
7.5. Value Combos 83
7.6. Weekly Specials 83
7.7. Sample Packages 84
7.8. Wine Pairings 84
8. Daily Best Practices 85
8.1. Manager 85
8.2. Opening 87
8.3. Closing 88
8.4. Tools 89
Chapter 6: Safe Food Handling 90
1. Overview 91
2. Health Regulations and Sanitation Standards 92
2.1. Food Handling and Safety Certification 92
3. Hazard Analysis & Critical Control Points (HACCP) 93
4. General Health Considerations 94
5. Food Borne Illness 96
5.1. About Food Borne Illness 96
5.2. Food Borne Illness 96
6. Food Safety Best Practices 97
6.1. Chemical Hazards 97
6.2. Physical Hazards 97
7. Food Safety Claims 99
7.1. Complaints 99
8. Material Safety Data Sheets 103
9. Health & Safety Inspections 104
Chapter 7: Crisis Management

Source: Item 5 — and 7 of the FDD, Section 3.1 of the Franchise Agreement and Section 4.1 of the Multi-Unit Development Agreement are hereby amended to state that payment of the initial franchise fee and development fee will be deferred until We have satisfied Our pre-opening obligations, and You have commenced business operations. (FDD pages 168–290)

What This Means (2025 FDD)

According to Southern Steer's 2025 Franchise Disclosure Document, the 'Brand Manual' is a comprehensive collection of materials that outlines the standards, procedures, and policies franchisees must follow. This manual includes books, pamphlets, training videos, software, bulletins, memoranda, letters, notices, and other documents, available in both printed and electronic formats. These materials are prepared by or on behalf of Southern Steer to guide franchisees in operating their businesses in accordance with the brand's established system. The Brand Manual may be amended, modified, or enhanced by Southern Steer from time to time.

For a prospective Southern Steer franchisee, the Brand Manual serves as a critical resource for understanding and adhering to the brand's operational requirements. It covers a wide range of topics, including general information, franchise relationship guidelines, operational standards, staffing best practices, and safe food handling procedures. The table of contents highlights the breadth of information contained within the manual, ranging from the Southern Steer Butcher story and guiding principles to specific standards for menu items, cleanliness, marketing, and facilities maintenance.

Compliance with the Brand Manual is essential for maintaining consistency and quality across all Southern Steer franchise locations. Franchisees are obligated to follow the standards and procedures outlined in the manual, ensuring that their businesses align with the brand's identity and operational model. This includes adhering to site and lease requirements, signage specifications, remodeling and updating guidelines, and compliance with relevant laws and regulations. The Brand Manual also provides guidance on important aspects such as PCIDSS compliance and ServSafe certification, as well as standards for products and services offered.

The Brand Manual also addresses various operational aspects, such as menu standards, recipes, hours of operation, and customer service protocols. It provides detailed guidance on maintaining cleanliness and organization, managing staff, and implementing marketing strategies. By following the Brand Manual, franchisees can ensure that their businesses meet Southern Steer's standards for quality, efficiency, and customer satisfaction. The Brand Manual also includes information on how to request a variance from the standards and how to request new products and items.

Disclaimer: This information is extracted from the 2025 Franchise Disclosure Document and is provided for research purposes only. It does not constitute legal or financial advice. Consult with a franchise attorney before making any investment decisions.
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