Mission Taco Joint Sued by the Mission Brand for Trademark Infringement

The Mission chip people couldn't have thought of this, oh, 10 years ago?

Oct 4, 2023 at 7:26 am

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When you see St. Louis' Mission Taco Joint, do you think of Mission's tortillas or tacos?

The company behind Mission brand tortillas and chips is taking on St. Louis' favorite Mission — Mission Taco Joint.

The homegrown SoCal-style eatery is accused of unfair competition and trademark infringement, with the 60-year-old food products company accusing the St. Louis restaurant group of a "misleading representation" that is "likely to cause confusion" in the taco market.

Mission Taco Joint started a full 10 years ago with a single restaurant on Delmar, and it's since grown to eight locations, as well as a food truck.

But the company's growth put it on the radar of Gruma, the company that owns the Mission taco brand. In the words of its lawsuit, "Gruma recently became aware of Mission Taco and Mission Taco’s use of Mission at the 2023 Tortilla Industry Association meeting in Austin, Texas. This lawsuit is a response to the recent rapid expansion of Mission Taco’s use of the name and the marks Mission, Mission Taco and the MTJ Logo and the likelihood of expansion of that use outside of Missouri and into grocery stores and supermarkets on Mexican food products."

The lawsuit, filed in federal court yesterday, asks the judge to bar Mission Taco Joint from using its name, from opening any new restaurants under it and to "be ordered to deliver up for destruction any and all labels, signs, prints, packages, wrappers, receptacles, menus, and advertising in the Defendants’ possession bearing the Mission, Mission Taco or Mission Taco Joint name and mark."

The suit was filed St. Louis-based attorney Matthew A. Braunel of Thompson Coburn.

Mission Taco Joint co-owner Adam Tilford did not respond to a message seeking comment yesterday.

St. Louis Standards: Mission Taco Joint Is a Good Time for All: For a decade, the Mexi-Cali restaurants have been winning St. Louis hearts — and stomachs

Slideshow

Where to Find the Best Mexican Food in the St. Louis Area

Dos Reyes Mexican Restaurant(5912 Hampton Avenue, 314-833-5550)Formerly known as the One Way Cafe, this place is fantastic no matter what you call it. RFT food critic Cheryl Baehr flipped out over the beef torta. She described it as “like the best pot roast you’ve ever had”, with beef so tender that it falls apart at the mere suggestion of a fork.

Arzola's Fajitas + Margaritas(2730 McNair Avenue, eatarzolas.com)The steak fajitas at Arzola's Fajitas + Margaritas are less a dish and more of a religious experience. The quesadillas, too, set the standard of the form. And don’t skip the burritos. OK, you’re actually going to have to go to Arzola’s multiple times.

Brew Tulum Specialty Coffee Experience(5090 Delmar Boulevard, Unit B; brewtulum.com)Brew Tulum is a cafe, roastery and restaurant that has evolved from a Tulum-based specialty coffee supplier into a thrilling celebration of Mexican coffee and culinary culture. If you want a meal of vibrant food followed by world-class coffee, Brew Tulum is ready to provide.

Diana's Bakery(2843 Cherokee Street, 314-771-6959)This Mexican bakery on Cherokee Street sells the best churros in town. The neighborhood focal point also offers cake, flan, turnovers and all other manner of dough-filled treats like sweet and savory empanadas. (For a heavenly experience, don't skip the lemon empanada.)

Fonda la Poblanita(3830 Morgan Ford Road, orderfondalapoblanita.com)Fonda la Poblanita offers authentic Mexican dishes that can be difficult to find elsewhere in St. Louis. Make sure to try their huaraches (open-faced sandwiches named for their resemblance to sandals) and their machetes (basically two-foot-long treats akin to a quesadilla).

La Tejana Taqueria(3149 North Lindbergh Boulevard, St. Ann; latejanastl.com)Everybody knows that the best tacos come from strip malls and we’ve been saying for years that La Tejana Taqueria has some of the best tacos in St. Louis. From steak, carnitas and chicken to tongue, pork skin or goat, owners Antonio and Brenda Garcia serve up dazzling dishes in a warm, welcoming atmosphere.

Chava’s Mexican Restaurant(Two locations including 925 Geyer Ave, chavasmexican.com)If you’re in Soulard but you wish you were on Cherokee Street, Chava’s Mexican Restaurant will hook you up with some spice. Serving up Tex-Mex flavors next to Soulard-style margaritas (read: strong ones), Chava’s is the perfect placed for a drink and some fried tacos.

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About The Author

Sarah Fenske

Sarah Fenske is the executive editor of the RFT and its sister papers. She is the former host of St. Louis on the Air and continues to host its Legal Roundtable, as well participating as an occasional panelist on Nine PBS' Donnybrook. She lives in St. Louis.

Email Sarah Fenske