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 Factory3
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
the Kielands and the Evavolds a uniform franchise offering circular (UFOC) before they signed their
franchise agreements.
Rocky Mountain required that its franchisees purchase a point of sale cash register system (POS
system). At the time the Kieland’s signed their agreement the POS system was $3,000 per register
with an annual maintenance fee of $773. Their agreement stated, “We may require you to upgrade or
update your POS Systems. No contractual limitation exists on the frequency or cost of this
obligation.”
Shortly after signing their agreement, the Kielands learned that they would have to purchase a new
POS System (referred to as AIM) for $20,000 per register with an annual maintenance fee of almost
$2,000.
Stanford Evavold e-mailed a pro forma budget to Kraig Carlson, a Rocky Mountain salesperson.
The email stated, “I don’t believe you can state if these (numbers) appear reasonable, but maybe you
can tell me if it is a “rainy day” or a “sunny day”. Carlson responded that the numbers “did not raise
any issues with him.” Based on this, the Evavold’s signed another agreement that stated “The
Franchisee acknowledges and agrees that no representations have been made to it by the Franchisor
regarding projected sales volumes, market potential, revenues, or profits of the Franchisee’s Store.”
The Kielands and the Evavolds sued Rocky Mountain for violating the Minnesota Franchise Act by
failing to disclose the cost of the new AIM system and by approving Evavold’s earnings estimate. Had
they known all the relevant facts, the Kielands and the Evavolds would not have purchased a Rocky
Mountain franchise. Rocky Mountain filed a motion for summary judgment.
Issue: Did Rocky Mountain violate Minnesota franchise law?
Holding: No, Rocky Mountain’s motion for summary judgment is granted. According to the court, the
Kieland’s claim that Rocky Mountain failed to disclose the cost of the new AIM system fails as a
3 2006 U.S. Dist. LEXIS 76057, United States District Court for the District of Minnesota, 2006.