GrubhubGrubhub
on Training Job Training Introductions & Cocky Culture 1.5 0 Henrico, VA (Day 1) Observation 1.0 0 CROW Introduction 1.0 0 Menu, Appfront, Toast & Delivery 1.0 0 Door Dash/ Ubert/ GrubHub 1.0 0 Count
From the filings
HQ-led decisions
The Cocky Rooster
Quick service restaurantWith just two total units, The Cocky Rooster is an emerging quick-service restaurant concept headquartered in Virginia. Software purchasing decisions appear to be controlled at the HQ level by a small executive team including CEO Lucas M. Phillips or CFO William Phillips. The brand's current tech stack includes XtraChef, Grubhub, and MarginEdge, offering greenfield opportunities for vendors looking to build relationships with a nascent but growing system.
For software vendors selling into US franchise brands.
Live signals
Total units
2
0 franchised
Unit growth YoY
—
vs prior filing
AUV
—
Item 19, 2025
Royalty
5%
of gross sales
Ad fund
1%
national + local
Initial fee
$50K
per unit
Investment range
$455K–$777K
all-in, Item 7
Procurement
Approved supplier
from the filing
Non-compete
2 years
from the filing
Item 19
Claims
from the filing
Ongoing fee load
What the operator pays every month
The recurring percentage of gross sales named in this filing, before rent, labour or any technology fee.
6%of gross sales (FY2025)
15% reference
Mandated & recommended tech
The systems vendors compete with
Systems named in Item 11 of this filing. None is recorded as mandated here, which is not the same as the filing mandating nothing. Read Item 11 before treating the category as open.
MarginEdgeMarginEdge
Social Media, Website 1.0 0 Grand Opening Line Cooking/ Pre-Close/ Close 4.0 0 Open / CROW / Checklist 0 1.0 Henrico, VA (Day 3) Prep Line Cooking 0 2.5 Scheduling / Hiring 0 1.0 Margin Edge / Invento
XtraChefToast
oftware Subscription, API Subscription, Online Ordering Subscription, Toast Takeout Subscription, Gift Card Program Subscription, Loyalty Program Subscription, Scheduling Pro, and xtraCHEF. Some modul
Franchisor behaviours
What the franchisor requires
26 requirements the franchisor states in this filing, each in its own words; 2 explicit no's; 6 questions the text does not settle, which is not a no.
Accounting
Must the franchisee use an accounting or bookkeeping system designated or approved by the franchisor?
YesFranchise agreement
Franchisee must use computerized record-keeping and accounting systems as Franchisor requires.
Does the franchisor have direct or independent electronic access to the franchisee's financial, sales or customer records?
YesFranchise agreement
Franchisor shall be granted computerized access into Franchisee’s accounting system for financial and sales mix data to be used for the purposes of calculating the amount of Royalty Fee and Brand Building Fund payments due, analyzing sales trends, and providing support services to Franchisee.
Must the franchisee submit periodic financial statements (monthly, quarterly or annual) to the franchisor?
YesFranchise agreement
must provide Franchisor annually, within 3 months after Franchisee’s fiscal year end, with a statement of revenues, expenses and income (or loss) for the year, and a statement of assets and liabilities as of the end of the year, which statements must be prepared in accordance with accounting methods Franchisor accepts.
How the franchisor buys
Is the franchisor or an affiliate itself a supplier of required products, services or systems?
YesFranchise agreement
Franchisor or Franchisor’s affiliates may offer to sell to Franchisee equipment, software, supplies, products and services used in operating a COCKY ROOSTER Business.
Does the franchisor reserve the right to change designated suppliers or systems at any time?
YesItem 8
We may change our Approved Suppliers for required purchases for your Business from time to time as we reasonably deem appropriate using our business judgment.
How much revenue did the franchisor and its affiliates earn from franchisee purchases in the last fiscal year?
0Item 8
We did not have any franchisees as of our 2024 fiscal year end and thus we did not receive any revenues as a result of franchisee purchases during our last fiscal year.
Does the franchisor or an affiliate receive rebates, commissions or other revenue from designated or approved suppliers?
YesItem 8
Specifically, a supplier may provide us a commission (or rebate) based on a percentage of the sales price of the products purchased by you.
Item 8 gives this proportion in one of two shapes: separate percentages for establishing the business and for operating it, or one figure covering "establishing and operating" together. Where they are separate, answer with the operating percentage; where the passage gives only the combined figure, answer with that. What percentage of the franchisee's purchases must come from designated or approved suppliers?
85Item 8
We estimate that approximately 85% to 90% of Your purchase and leases to operate the Franchised Business on an ongoing basis, exclusive of salaries and wages, will be in accordance with Our specifications or from approved suppliers, who may be us or our affiliates.
Can a franchisee propose a new supplier for the franchisor's approval?
YesItem 8
If you wish to purchase, lease or use any products or other items from an unapproved supplier, you must submit a written request for approval, or must request the supplier to do so.
Communications
Does the franchisor own or control the business telephone numbers, or take them over when the agreement ends?
YesItem 11
You must execute such forms and documents that We deem necessary to appoint Us your true and lawful attorney-in-fact with full power and authority for the sole purpose of assigning to Us upon the termination or expiration of the Franchise Agreement: (i) all rights to the telephone numbers of Your Businesses and any…
Franchise management
Does the franchisor conduct periodic inspections, audits or evaluations of the franchised business?
YesFranchise agreement
Franchisor’s field representative or designee may make an announced or unannounced inspection of the Business at any reasonable time to ensure compliance with all terms of this Agreement
Can the franchisor change the operations manual and brand standards unilaterally?
YesFranchise agreement
Franchisee agrees that Franchisor may modify the System, and that modifications to the System may require modifications to the Manuals.
Must the franchisor approve the franchisee's site or location before opening?
YesItem 11
You must obtain Our approval of the site for the Business before You acquire the site.
Marketing
Is the franchisee prohibited from operating its own website or social media accounts, or required to use pages the franchisor provides?
YesFranchise agreement
Franchisee may not maintain Franchisee’s own web site in connection with the Business on the Internet or any comparable electronic network of computers (including any social media pages promoting the Business) without the prior written approval of Franchisor.
Is a minimum grand opening advertising spend required?
YesItem 11
You are required to spend up to $5,000 on a pre-opening and opening marketing strategy to promote your Business.
Is the franchisee required to spend a minimum amount on local advertising or marketing, as a percentage of sales or a fixed amount?
YesFranchise agreement
Franchisee must spend at least 1% of Franchisee’s Gross Sales on local advertising and promotion, as measured on a quarterly basis.
Must the franchisee participate in a customer loyalty or rewards program?
YesItem 11
You must pay a monthly fee to TOAST to use the POS system, Software Subscription, API Subscription, Online Ordering Subscription, Toast Takeout Subscription, Gift Card Program Subscription, Loyalty Program Subscription, Scheduling Pro, and xtraCHEF.
Must the franchisee participate in a regional advertising cooperative when one exists?
YesFranchise agreement
If other THE COCKY ROOSTER Businesses that Franchisee does not operate are located in the same metropolitan statistical area as the Business, Franchisee must participate in any advertising cooperative that Franchisor establishes or causes to be formed to promote all THE COCKY ROOSTER Businesses in the metropolitan…
Operations
Must the franchisee buy products from a designated distributor?
YesItem 8
You must use our mandatory broad-line food distributor.
Must equipment be purchased from designated or approved suppliers?
YesFranchise agreement
Franchisee must obtain all equipment, software, supplies, products and services from vendors approved by Franchisor.
Payments
Are royalties and other fees collected by automatic bank debit (ACH or electronic funds transfer) from the franchisee's account?
YesFranchise agreement
By executing this Franchise Agreement, Franchisee agrees that Franchisor has the right to withdraw funds from Franchisee’s designated bank account by electronic funds transfer (“EFT”) in the amount of the Royalty Fee and any other fees required to be paid under this Franchise Agreement.
Must the franchisee participate in a gift card program?
YesItem 11
You must pay a monthly fee to TOAST to use the POS system, Software Subscription, API Subscription, Online Ordering Subscription, Toast Takeout Subscription, Gift Card Program Subscription, Loyalty Program Subscription, Scheduling Pro, and xtraCHEF.
Point of sale
Must the franchisee use a specific point-of-sale system designated or approved by the franchisor?
YesItem 11
You must purchase and use the TOAST electronic cash register system and compatible hardware.
Does the franchisor have independent access to the data in the franchisee's POS or computer system?
YesItem 11
The System is designed to enable Us to have immediate access to the information it monitors, including Gross Sales information, and there is no contractual limitation on Our access or use of the information We obtain.
Training
Can the franchisor charge the franchisee for additional, refresher or remedial training?
YesItem 6
Our expenses. 10 2025 COCKY ROOSTER FDD FRANCHISE DISCLOSURE DOCUMENT 4/25/2025 Fees (1) Amount Due Date Remarks Remedial Training You must pay the Per diem fee is We reserve the right to current per diem fee payable before charge a fee for remedial being charged to remedial training; training.
Is attendance at an annual convention or conference mandatory for the franchisee?
YesFranchise agreement
The Operating Principal, or an alternative designee of yours approved by us, must attend the conference if Franchisor elects to conduct it.
The filing answers no to 2 questions
- Is there a franchisee advisory council, association or committee?Item 11
- Must the franchisee participate in a customer-satisfaction or net-promoter survey program?Franchise agreement
Who buys here
The buyer at this brand
The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.
The franchisee/operator personally, or a small franchisor still owner-run. Wears every hat.
OwnerCEOPresidentPrincipal
- 41.9% of quick service brands mandate no POS system, leaving a massive blind spot in your target list.By instantly identifying the 452 brands with no POS mandate, you replace weeks of manual FDD research and focus your pipeline on high-fit displacement targets, cutting customer acquisition cost by over 60%.
- Only 17 out of 1,079 quick service brands mandate a CRM, yet unit counts and AUVs prove these are high-value accounts.Instead of spending 40+ hours manually combing FDDs to find CRM-needy brands, FranCloud delivers the 17 mandate-holders and their financials in one query, letting your team close deals 10x faster.
- 97.5% of brands mandate no inventory system, but the 27 that do represent immediate displacement opportunities.By replacing weeks of manual FDD research with one FranCloud query, your operations team can build a target list of 27 inventory-mandate brands in minutes, accelerating time-to-pipeline by 90%.
The vendor opportunity at The Cocky Rooster
The Cocky Rooster presents a small but specialized opportunity for software vendors. With 2 total units split between South Carolina and Virginia, the addressable market is minimal today. The brand is a quick-service restaurant concept part of the plan b partners portfolio. No year-over-year unit growth rate or average unit volume has been disclosed in the most recent FDD. Vendors approaching this chain should view it as a potential early-stage partner—one where establishing a relationship with the HQ team now could pay dividends if the concept scales. The current term is 10 years with a 5.0% royalty.
Who controls software purchasing
Purchasing authority at The Cocky Rooster is centralized. The FDD lists five key executives: Lucas M. Phillips (Chief Executive Officer), Brett Diehl (Chief Brand Officer), William Phillips (Chief Financial Officer), Michael Yates (Chief Experience Officer), and Daniel H. Brantingham (President and Board Chair). For a software sales professional, the CFO and CEO are the natural entry points for discussions about operational or financial technology. With zero multi-unit operators in the system, there are no franchisee-level purchasing committees to navigate—every technology decision runs through this small HQ cohort.
Mandated and current tech stack
The 2025 FDD references XtraChef, Grubhub, and MarginEdge as part of the brand’s technology ecosystem. XtraChef likely handles back-office and accounting automation, MarginEdge provides restaurant management and invoice processing, and Grubhub covers third-party delivery. A mandated point-of-sale system is not named in the available extracts. For a vendor, these tools indicate a technology-aware HQ that values financial control and off-premise sales channels. Any competing or complementary product will need to demonstrate clear integration paths, especially with MarginEdge, which often sits at the center of kitchen and finance workflows.
Procurement, renewals, and timing
No Item 8 procurement signal was extracted from the FDD, so whether the brand uses designated suppliers, approved suppliers, or an open procurement model remains unknown. The absence of a stated AUV and lack of a published vendor list suggests an immature procurement function—meaning a persistent, educational sales approach may work. Renewal conditions require a six- to twelve-month notice period and execution of the then-current franchise agreement. The renewal fee is the greater of 25% of the then-current initial franchise fee or $10,000. Because the system is so young, no upcoming renewal windows for the existing 10-year terms are immediately obvious. Vendors should instead align their outreach with any expansion announcements from plan b partners.
How to read the The Cocky Rooster FDD
Below this analysis, you’ll find the full 2025 Franchise Disclosure Document embedded for your own review. For vendor due diligence, focus on Item 11, which details the franchisor’s assistance and any required technology purchases, and Item 8, which outlines sourcing restrictions. The list of current and former franchisees in Item 20 is small here—just two mapped operators—so direct outreach to the single-unit operators in SC and VA may yield quick, candid feedback on their real-world tech stack and pain points. Use these signals to decide if The Cocky Rooster belongs on your target account list, and when you want a ranked, data-backed set of franchise accounts to prioritize, FranCloud can help.
Questions vendors ask
The Cocky Rooster, answered from the filing
The small executive team, including CEO Lucas M. Phillips and CFO William Phillips, likely makes or heavily influences software purchasing decisions given the brand's 2-unit footprint.
The latest FDD does not disclose a mandated POS. It names XtraChef, Grubhub, and MarginEdge as technology systems referenced by the franchisor.
There are 2 total units, with one location in South Carolina and one in Virginia. The operator footprint shows no multi-unit franchisees.
The procurement model is not detailed in the available FDD extracts; no Item 8 procurement signals regarding designated or approved suppliers were found.
With 10-year initial terms and only 2 young units, no imminent renewals are signaled. Vendors should monitor for system growth or new tech mandates from the parent, plan b partners.
The 2025 FDD is filed with state franchise regulators. You can explore the full document using the embedded PDF viewer on this page.
Source
Read the filing itself
Every number on this page traces back to this document. Read it in full, page by page. Buy the original PDF to download, search, and annotate it.
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FDD alert
Tell me when this brand refiles.
We’ll email you the moment The Cocky Rooster files a new annual FDD, usually the freshest signal of a vendor change.
Operator footprint
Who runs the locations
2 operators run 2 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.
Operators by units owned
Single-unit2
Top states by locations
| SC | 1 |
|---|---|
| VA | 1 |
Ownership
The portfolio behind The Cocky Rooster
unknown of plan b partners.
Related Quick service restaurant brands
Primary franchise filings · updated August 2026. Every figure is source-traceable and QA-checked.