Mon Sep 09 16:12:00 UTC 2024: ## Local Taco Chain Mission Taco Joint Rebrands as Session Taco After Trademark Dispute
**ST. LOUIS -** In a move that has left some customers bewildered, local taco chain Mission Taco Joint has announced a complete rebranding, changing its name to Session Taco. The change comes after a nearly year-long trademark battle with Mission Foods, a Texas-based tortilla manufacturer.
Mission Taco Joint, known for its popular Mexican fare like beef brisket birria and Baja fish tacos, found itself facing a legal challenge from the tortilla giant over the use of the word “Mission.” The lawsuit, filed last fall, claimed that the word had become inherently distinctive to Mission Foods’ products and that Mission Taco Joint’s use of it was misleading.
Facing a potential legal battle with the $6.5 billion parent company of Mission Foods, Gruma Corp., the owners of Mission Taco Joint decided to settle the dispute and rebrand their chain.
The new name, Session Taco, is a nod to the brothers’ roots in Southern California, where the term “session” is commonly used to describe fun events like a “skate sesh” or “jam sesh.” The rebranding also includes a fresh menu featuring lighter, coastal dishes such as blue crab taquitos, grilled mahi-mahi tacos, and vegan chorizo tacos.
Experts caution that while the rebranding may offer a chance to refresh the chain’s image, it could also alienate existing customers who have become accustomed to the Mission Taco Joint name and brand.
“To completely change the name gets rid of all those learned associations,” said Courtney Cothren, an associate teaching professor in the marketing department at the University of Missouri. “Rebranding can be hard.”
The changeover to Session Taco will be complete by the end of the year, with new menus, merchandise, glassware, and signage reflecting the new brand. The company promises to provide information about the lawsuit at restaurant tables to help customers understand the rebranding.
First Piper 