TRADEMARKED THE SMILE BUSINESS
We Make You Smile is a lot more than a catchy slogan. You’ve heard it said often enough: At Menchie’s, we’re not really in the business of frozen yogurt. We’re in the business of making people smile. Smiles mean we’ve made our guests happy, and happy guests become repeat guests — often bringing their friends and neighbors to share in our unparalleled guest experience. That’s what drives revenue and has propelled Menchie’s to become the largest self serve frozen yogurt franchise in the world.
There is room for one brand to rise to the top in a crowded field, and Menchie’s is that brand. Our operational excellence demanded that we trademark the things that make us special and set us apart from the competition, so we retain the unique characteristics that have led to our success. We’ve trademarked our signature phrase, “We Make You Smile®” along with “Smileage®” and “My Smileage®” — our guest rewards program. We have also trademarked our “trade dress,” which describes the visual aspects and design of Menchie’s locations. Our trade dress trademark is one of our most important because it protects the distinctive look we’ve cultivated for our brand.
Trademarks give you an advantage in the marketplace. Trademarks help a corporation identify services, goods and intellectual property that belong uniquely to the organization. By trademarking its property, a business can prevent less-scrupulous and unoriginal brands from pirating the image it has worked so hard to develop. Trademarks provide a competitive edge in the marketplace. Here’s what Menchie’s has trademarked, as stipulated in Item 13 of our Franchise Disclosure Document:
| Mark | Registration Number | Date of Registration |
| MENCHIE’S | 3,519,334 | October 21, 2008 |
| Menchie’s (Design) | 3,733,426 | January 5, 2010 |
| Menchie’s Guy (Design) | 3,704,602 | November 3, 2009 |
| MIX WEIGH PAY | 4,049,126 | November 1, 2011 |
| MY SMILEAGE | 4,180,406 | July 24, 2012 |
| SMILEAGE | 4,180,406 | July 24, 2012 |
| WHAT’S YOUR MIX | 4,180,407 | July 24, 2012 |
| WE MAKE YOU SMILE | 4,354,430 | July 18, 2013 |
Registration of the following Mark upon the principal registry of the United States Patent and Trademark office has been applied for:
| Mark | Application Number | Status |
| 3 – Dimensional Configuration of Restaurant Interior (Design) | 85/456,699 | Registered |
People don’t really come to Menchie’s just for frozen yogurt. They come here for the experience of being happy while enjoying a frozen dessert with friends and family outside the house. That’s something Menchie’s has always understood.
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