The popular West Coast-style taco restaurant chain, known until now as Mission Taco, has announced a company-wide rebranding which will see its name change to Session Taco. This decision follows a trademark infringement lawsuit filed by Gruma Corporation, the parent entity of Mission Foods, objecting to the use of the term "mission" in the restaurant's branding. The rebranding process is poised to begin in earnest, following an official statement released today, as reproted by KSDK.
The owners, brothers Adam and Jason Tilford, have decided to find a new identity for the chain amidst legal pressures. As elucidated in a press release obtained by FOX2Now, "Session Taco will be a new chapter for us, so it’s an opportunity to add some new energy to the menu as well as our team." The owners hope to pivot the brand effectively, bringing forth an evolution of their beloved taco joints. The rebrand subtly modifies the previous name, intentionally dropping the 'M' and 'I' to ease the transition and maintain a connection with the original brand.
Despite the initial shock of the lawsuit outcome, Adam Tilford expressed a resilient outlook on the sudden name change. "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," Tilford stated, in an exclusive with KSDK. He further reiterated their commitment to the business's longevity and the brand's future presence in the market. "We plan to be around for the next 10 years or more, and look forward to seeing Session Taco on our doors soon."
With eight locations already operating under the Mission Taco banner, the Tilford duo aims to not only rebrand but to breathe fresh life into their enterprise with heightened zest and innovation. "We’re thinking of this as an evolution, not a revolution," Jason Tilford told FOX2Now.
According to the St. Louis Business Journal, the recent name change represents a major shift for the local chain as it strives to adapt and remain competitive in the challenging culinary market.
