Local chain Mission Taco Joint is being sued for trademark infringement by Mission Foods, a Texas-based tortilla and chip manufacturer.
Gruma, the parent company of Mission Foods, claims the word “mission†is inherently distinctive and, after 60 years in business, has come to signify Mission Foods products.
Mission Taco Joint’s use of the word is deceptive, as the St. Louis chain has no connection to the Gruma brand, according to the lawsuit.
Gruma is asking the court to bar Mission Taco Joint from using “mission,†“mission taco†and “mission taco joint†and opening new restaurants, like one slated for Town and Country, while the lawsuit is pending.
Mission Taco Joint opened its first location in St. Louis’ Delmar Loop in 2013. The chain expanded with four more locations in the St. Louis area, two in Kansas City and, most recently, one in Leawood, Kansas. The brand also sold food at Busch Stadium this season and operates a food truck.
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“Given the fame of the Mission brand for Mexican food products, it is inevitable that the use of the name Mission Taco by Mission Taco will result in confusion of the purchasing public,†the lawsuit reads.
According to the lawsuit, Mission Taco Joint started operations long after the Mission brand of food products established itself 60 years ago. Mission Foods makes and sells a range of tortilla products, including corn, flour, high-protein and low-carb tortillas, spinach herb wraps and specialty products like “Street Taco Everything Bagel Tortillas.â€
Gruma said the company learned of the St. Louis chain at the 2023 Tortilla Industry Association meeting in Austin, Texas.
Mission Taco Joint did not immediately respond to a request for comment.