Re/Branding and licensing is portion of franchising. Franchising is a combination of the name, brand or trademarks along with the business system. The information you cut and pasted states "Under the terms of the licensing agreement, Café Serendipity is to receive a percentage of the sales in the branded, licensed stores."
Traditional franchising involves much, much more than merely licensing for the use of the brand name of Cafe Serendipity.
Although licensing to use the Cafe Serendipity branding is similar to franchising, nowhere in the info you provided states that a Uniform Franchise Disclosure Document had been part of the negotiations.
So, what's the phone number to the brick and mortar store that's actually open. I'd like to call them up - since they're already doing business - as you say.
Market Data 
Markets 
