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Local taco chain to change name after trademark dispute

The restaurant chain will “slowly transition to a new name” of Session Taco, it said Monday.

ST. LOUIS — West Coast-style taco restaurant chain Mission Taco Joint said Monday it plans to change its name due to a trademark dispute.

The restaurant chain will “slowly transition to a new name” of Session Taco, it said Monday. The name change comes after Mission Taco in November agreed on terms to resolve a lawsuit with Irving, Texas-based Gruma Corp., which had alleged Mission Taco was infringing on trademarks for Gruma's Mission brand of tortillas, chips and other products.

“This certainly came as a blow when we first found out. We spent a decade building this brand. While we have eight locations, we are still a small brand relative to $6.8 billion Gruma Corp," Mission Taco co-owner Adam Tilford said in a statement. “Working in this industry for so long, we know how to take things in stride. We plan to be around for the next 10 years or more, and look forward to seeing Session Taco on our doors soon. And yes, if you drop the M and the I, you have Session Taco. And yes, this was intentional.”

Click here to read the full story from the St. Louis Business Journal.

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