Your franchise agreement will dictate the terms between you and the franchisor. Generally, what the franchisor has done in the past with others only sheds light on how they will treat you. You cannot use it for a defense against the franchisor in your contract. Outside the legal realm (and putting on my former general counsel to franchisor hat), the reality often deals with your relationship with the franchisor. Does the franchisor believe that you are worth going after the future...
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I would do both if you are launching nationally. If not, contact the local stores. Regarding advertising requirments for franchisees, most franchise agreements (especially restaurants) either have a local advertising requirement or a regional cooperative requirement. Local ad requirements typically make the franchisee spend 1% - 3% of their gross receipts each month advertising locally. The franchisee will know the requirements (including how to get approval) so I wouldn't worry about...
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