Issue: Was BKC acting in good faith when it forced franchisees to sell items below cost?
Excerpts from Judge Moore’s Decision: The motive of BKC in exercising its discretion to set prices
under the contract is key. [B]ad faith involves a subterfuge or evasion of contractual duties. [T]here are
at least two ways a plaintiff can go about raising a claim of bad faith. Plaintiffs can allege facts
identifying defendant’s improper ulterior motive(s). For example, if a franchisee had evidence that a
franchisor had a secret agenda to take over the franchise and operate it as a company-owned business,
and was deliberately setting prices to weaken the targeted franchisee, such a plaintiff could raise a
claim of bad faith by alleging the existence of that plan.
It is more likely, however, that plaintiffs will lack direct evidence of dishonesty. In these cases,
plaintiffs must allege some facts tending to show that no reasonable person could have thought that the
steps taken by the defendant were a reasonable means of carrying out the contract’s defined purposes.
If no reasonable person would have exercised discretion as defendant had, the natural inference is that
defendant must have had some hidden improper motive.
[T]he magnitude of the injury claimed by plaintiff is of central importance. [A]n inference of bad faith
may arise when the defendant exercises discretion in such a manner as to effectively destroy whatever
benefits the plaintiff could have reasonably expected under the contract. The logic is that the measure
with such severe results could not have been within the contemplation of the parties.
[N]one of the facts alleged by plaintiffs are sufficient to support a claim of bad faith. Plaintiffs rely
principally on their allegation that franchisees could not produce and sell DCB or Buck Doubles at a
cost less than $1.00, and therefore that franchisees suffer a loss on each of these items sold. There are a
variety of legitimate reasons why a firm selling multiple products may choose to set the price of a
single product below cost. Among other things, such a strategy might help build goodwill and customer
loyalty, hold or shift customer traffic away from competitors, or serve as loss leaders to generate
increased sales on other higher margin products.
The issue is not whether such a strategy was wise or ultimately successful or mistaken. In the absence
of some other evidence of improper motive, the question is whether it was so irrational and capricious
that no reasonable person would have made such a decision. There is nothing about the pricing decision
that suggests BKC was doing anything other than seeking to promote the performance of its
franchisees. Nothing about this action suggests bad faith.
[T]o the extent plaintiffs seek to raise a claim of bad faith by pointing to the injuries allegedly caused
them by BKC’s decision, plaintiffs must allege that the damage to their overall business was so severe
as to deprive them of their reasonable expectations under the contract. Plaintiffs come nowhere close to
alleging such an impact. Significantly, nowhere do plaintiffs claim that their overall business has been
appreciably impaired. Nor do they allege that their overall businesses are no longer profitable or that
their competitive positions or economic viability going forward are threatened.
For the foregoing reasons, it is ORDERED AND ADJUDGED that Defendant’s Motion to Dismiss is
GRANTED.
Note: The franchisees agreed to dismiss the lawsuit and entered into an agreement giving the
franchisees more input on the price of items on its value menu and on how long special deals run.
Question: Were BKC’s action done in bad faith?
Additional Case: Kieland v. Rocky Mountain Chocolate Factory4
Facts: Rocky Mountain is a franchisor of stores that sell chocolate and other candies. Kristine and
Scott Kieland’s Rocky Mountain store failed four years after they purchased it. Kathleen and Stanford
Evavold’s franchise was not as profitable as they thought it would be. Rocky Mountain had given both
4 2006 U.S. Dist. LEXIS 76057, United States District Court for the District of Minnesota, 2006.