HeartlandGlobal Payments
MandatoryAtomveldstraat 1 bus 2, 9450 Denderhoutem, Belgium BE 0454.155.681 email: info@hvd.be; Telephone: 032 53 420 057. POS System: Heartland USA Phone: 866-646-7648. Email: PointofSale@heartland.us Music P
From the filings
HQ-led decisions
The Dolly Llama
Quick service restaurantSoftware purchasing at The Dolly Llama runs through a small corporate team: CEO Eric Shomof and COO Samuel Baroux are the two officers named in Item 2, and Item 8 obliges every location to process payments through Heartland by Global Payments. The system holds 6 units, split evenly between franchised and company-owned.
For software vendors selling into US franchise brands.
Live signals
Total units
6
3 franchised
Unit growth YoY
—
vs prior filing
AUV
—
Item 19, 2023
Royalty
6%
of gross sales
Ad fund
1%
national + local
Initial fee
$30K
per unit
Investment range
$162K–$473K
all-in, Item 7
Procurement
Approved supplier
from the filing
Non-compete
2 years
from the filing
Item 19
No 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.
7%of gross sales (FY2023)
15% reference
Mandated & recommended tech
The systems vendors compete with
1 of these are mandated in the franchise agreement. Each is named in Item 11 of the filing, the incumbents a challenger must displace or integrate with.
FacebookMeta
y Marks. You are not permitted to promote your Outlet or use any of the Proprietary Marks in any manner on any social or networking websites, which includes but is not limited to, Facebook, Instagram,
InstagramMeta
ou are not permitted to promote your Outlet or use any of the Proprietary Marks in any manner on any social or networking websites, which includes but is not limited to, Facebook, Instagram, LinkedIn,
LinkedInLinkedIn
site established or authorized by us (“social media” includes but is not limited to personal blogs, common social networks like Facebook, and Instagram, professional networks like LinkedIn, live-blogg
TikTokTikTok
e your Outlet or use any of the Proprietary Marks in any manner on any social or networking websites, which includes but is not limited to, Facebook, Instagram, LinkedIn, YouTube, TikTok or Twitter, w
TwitterX
let or use any of the Proprietary Marks in any manner on any social or networking websites, which includes but is not limited to, Facebook, Instagram, LinkedIn, YouTube, TikTok or Twitter, without our
YouTubeGoogle
to promote your Outlet or use any of the Proprietary Marks in any manner on any social or networking websites, which includes but is not limited to, Facebook, Instagram, LinkedIn, YouTube, TikTok or T
Franchisor behaviours
What the franchisor requires
22 requirements the franchisor states in this filing, each in its own words; 5 explicit no's; 7 questions the text does not settle, which is not a no.
Accounting
Must the franchisee submit periodic financial statements (monthly, quarterly or annual) to the franchisor?
YesFranchise agreement
Franchisee must submit to Franchisor current financial statements and other reports as Franchisor may reasonably request to evaluate or compile research data on any operational aspect of the Franchise.
How the franchisor buys
Is the franchisor or an affiliate itself a supplier of required products, services or systems?
YesItem 8
You may only purchase our proprietary products, which includes our proprietary waffle batter pre- mix, frozen waffles, logoed paper and plastic packaging and other branded merchandise, as well as your store graphics package only from our affiliate, TDL Logistics LLC
Does the franchisor reserve the right to change designated suppliers or systems at any time?
YesFranchise agreement
Franchisor reserves the right to periodically change, improve, or further develop the System, or any part of the System.
How much revenue did the franchisor and its affiliates earn from franchisee purchases in the last fiscal year?
0Item 8
In the fiscal year ended December 31, 2022, neither we nor our affiliates received any revenue from rebates for purchases made by our Franchisees.
Does the franchisor or an affiliate receive rebates, commissions or other revenue from designated or approved suppliers?
YesItem 8
We expect to derive some income from Franchisees’ required purchases from designated and approved suppliers in the next and following fiscal years through a program of rebates from some of our designated or approved suppliers.
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?
15Item 8
will represent from 15% to 25% of your ongoing expenses.
Does the franchisor charge a fee to evaluate a proposed supplier?
YesItem 8
You must pay us a fee not to exceed the actual cost of the inspection and the testing.
Can a franchisee propose a new supplier for the franchisor's approval?
YesItem 8
If you wish to procure any items from a supplier other than us or an Approved Supplier, you must obtain our approval in the manner described in Section 8.2 of the Franchise Agreement.
Communications
Does the franchisor own or control the business telephone numbers, or take them over when the agreement ends?
YesFranchise agreement
The Franchisee acknowledges as between the Franchisor and the Franchisee, the Franchisor has the sole rights to, and interest in, all numbers, addresses, domain names, locators, directories and listings used by Franchisee to promote the System.
Data and IT
Must the franchisee comply with PCI, data-security or cybersecurity standards set by the franchisor?
YesFranchise agreement
Franchisee acknowledges and agrees that Franchisee is solely responsible for protecting itself from these problems.
Franchise management
Does the franchisor conduct periodic inspections, audits or evaluations of the franchised business?
YesFranchise agreement
Franchisee must provide Franchisor, or its agents access to Franchisee’s Outlet and computer systems to examine or audit Franchisee’s Outlet, at any reasonable time without notice.
Can the franchisor change the operations manual and brand standards unilaterally?
YesFranchise agreement
Franchisor may periodically update and revise the Manual.
Must the franchisor approve the franchisee's site or location before opening?
YesItem 11
You are solely responsible for selection of the proposed site of your Dolly Llama Shop, which will be subject to our review and acceptance.
Marketing
Is the franchisee prohibited from operating its own website or social media accounts, or required to use pages the franchisor provides?
YesFranchise agreement
You may not maintain your own website; otherwise maintain a presence or advertise on the internet or any other mode of electronic commerce in connection with your Outlet; establish a link to any website we establish at or from any other website or page; or at any time establish any other website, electronic commerce…
Is a minimum grand opening advertising spend required?
YesItem 7
You will also be required to conduct a Grand Opening Marketing Campaign and spend between $5,000 and $10,000 beginning one month prior to opening and continuing for two months after opening.
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 is required to spend a minimum of 1% per month of Franchisee’s Gross Monthly Sales on local advertising and promotion.
Operations
Must the franchisee buy products from a designated distributor?
YesItem 8
You must purchase the POS system, Music Playlist and Waffle Makers from these Designated Suppliers.
Must equipment be purchased from designated or approved suppliers?
YesItem 8
You must purchase the POS system, Music Playlist and Waffle Makers from these Designated Suppliers.
Payments
Are royalties and other fees collected by automatic bank debit (ACH or electronic funds transfer) from the franchisee's account?
YesItem 6
Royalty is to month for the previous be paid monthly and will be collected month and deducted electronically. from your business bank account via EFT.
Point of sale
Must the franchisee use a specific point-of-sale system designated or approved by the franchisor?
YesItem 11
You will be required to purchase a POS system from our only designated vendor which we estimate will cost between $125.00 and $250.00 per month.
Training
Can the franchisor charge the franchisee for additional, refresher or remedial training?
YesFranchise agreement
From time to time, Franchisor may require Franchisee’s attendance at additional training and/or refresher training courses.
Is attendance at an annual convention or conference mandatory for the franchisee?
YesItem 11
You are required to attend these conferences.
The filing answers no to 5 questions
- Must the franchisee use an accounting or bookkeeping system designated or approved by the franchisor?Item 11
- Does the franchisor have direct or independent electronic access to the franchisee's financial, sales or customer records?Item 11
- Is there a franchisee advisory council, association or committee?Item 11
- Must the franchisee participate in a regional advertising cooperative when one exists?Item 11
- Does the franchisor have independent access to the data in the franchisee's POS or computer system?Item 11
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%.
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The vendor opportunity at The Dolly Llama The Dolly Llama runs 6 units, split evenly between 3 franchised and 3 company-owned, in the quick-service restaurant segment, per the 2023 FDD.
Who controls software purchasing Item 2 names Eric Shomof as Chief Executive Officer and Samuel Baroux as Chief Operating Officer — a compact team overseeing purchasing decisions across the system.
Tech named in the FDD, and what is actually required Item 8 makes Heartland by Global Payments mandatory for payment processing. Facebook, Instagram, LinkedIn, TikTok, Twitter by X, and YouTube are named in Item 11 without any purchase requirement attached.
Procurement, renewals, and timing Item 8 sets an approved-supplier list: proprietary products such as the waffle batter pre-mix and frozen waffles must come from the franchisor's affiliate, logoed packaging and branded merchandise from designated suppliers, and other items from approved suppliers or those meeting specifications with franchisor sign-off. Franchisees may propose an alternate supplier for approval. The initial term is 10 years, with one additional 10-year renewal term available on a signed new agreement, good standing, and a renewal fee; the continuing royalty on renewal is capped at what similarly situated renewing franchisees pay. The FDD makes no financial performance representation.
How to read The Dolly Llama FDD The full 2023 disclosure document is embedded below via the PDF viewer, filed with state franchise regulators. For a ranked list of franchise systems that fit your product better than this one, talk to FranCloud.
Questions vendors ask
The Dolly Llama, answered from the filing
CEO Eric Shomof and COO Samuel Baroux are the two officers named in Item 2, and the point of contact for payment and supplier mandates like Heartland.
Item 8 requires Heartland by Global Payments for payment processing. Facebook, Instagram, LinkedIn, TikTok, Twitter by X, and YouTube are named in Item 11 without a purchase requirement.
6 total units, 3 franchised and 3 company-owned, in the quick-service segment, per the 2023 FDD.
Item 8 sets an approved-supplier list: proprietary products must come from the franchisor's affiliate, certain items from designated suppliers, and other items from approved suppliers or those meeting specifications with franchisor approval.
The initial term runs 10 years, with one additional 10-year renewal term available on a signed new agreement, good standing, and a renewal fee.
The embedded PDF viewer below carries the full document, filed with state franchise regulators in 2023.
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.
View only A one-time purchase: the original filing, yours to keep.
FDD alert
Tell me when this brand refiles.
We’ll email you the moment The Dolly Llama files a new annual FDD, usually the freshest signal of a vendor change.
Operator footprint
Who runs the locations
15 operators run 15 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.
Operators by units owned
Single-unit15
Top states by locations
| TX | 5 |
|---|---|
| FL | 3 |
| CA | 2 |
| SC | 2 |
| NC | 1 |
Related Quick service restaurant brands
Primary franchise filings · updated September 2026. Every figure is source-traceable and QA-checked.