How can franchises protect their intellectual property in this industry? What are some examples of predatory pricing in the ice cream market?Quentin operates an ice cream franchise which has shops throughout the United States. The information in this Disclosure Document can help you make up your mind. Unfair competition occurs when a business acts in a manner that is not in accordance with the law or acts in an unethical, immoral manner. He relied in part on a similar ice cream franchise case where the franchisor had established specifications for mix, topping, and other garnishments.29. 2004) (finding flashfrozen ice cream to be a different market than traditional ice cream). We grant you the right to operate a MENCHIE'S Store. The trial court found, and the appellate court agreed, this practice constituted unfair competition. The franchisee continued operating the ice cream shop, offering the same rolled ice cream.