With a Name Like Discount Liquor World, It’s Gotta be Good
(FranchisePick.Com) After 19 years as a Roger Wilco liquor store franchise, the franchisee decided not to renew the agreement and to rebrand as Discount Liquor World.
They told the franchisor to buzz off. They didn’t need them or their name.
Now, Discount Liquor World is about to get a new neighbor, and they’re screaming bloody murder.
That’s right: A new Roger Wilco franchise is fixin’ to open 500 feet away.
Discount Liquor World is whining that franchisor Roger Wilco is trying to put them out of business. They’ve gathered 800 signatures on a petition to block the liquor license. They presented the petition to City Council like a note from their Mommy:
Dear City Council:
Please do not let the bad people make us compete against the name we didn’t think was worth paying to use.
Your friend,
Discount Liquor World
P.S. We think Roger Wilco will make the neighborhood ugly and unprofessional because they are not classy like Discount Liquor World
Franchisees: You can’t have it both ways.
After 20 years in this business I can tell you: no one likes paying for intangibles, like intellectual property. Few want to acknowledge the value of an established, recognized name or logo. But even Discount Liquor World can’t avoid the obvious contradiction of their complaint:
If the Roger Wilco name isn’t worth paying for, you should have no problem competing with it.
If the Roger Wilco name IS an advantage in that location, you shouldn’t expect to be allowed to benefit from it after you stopped paying for it.
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POSTED IN: ROGER WILCO LIQUOR, xBuyer Beware
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