Mission Taco Joint, a popular St. Louis-based taco chain, is undergoing a significant change. The restaurant, known for its vibrant atmosphere and delicious tacos, is rebranding as Session Taco. This decision comes after a legal battle with Gruma Corporation, the maker of Mission Foods tortillas.
The Legal Background
In 2023, Gruma Corporation filed a trademark infringement lawsuit against Mission Taco Joint. The lawsuit claimed that the use of the “Mission” name by the taco chain was too similar to Mission Foods, potentially causing confusion among consumers.
Gruma’s Mission Foods brand is well-known for its tortilla products, including tortillas, chips, and other Mexican food staples.
The legal dispute was resolved in February 2024, with both parties reaching a confidential settlement. This settlement paved the way for Mission Taco Joint to move forward with its rebranding plans.
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Embracing a New Identity
On Monday, Mission Taco Joint announced that it will be transitioning to its new name, Session Taco. The rebranding is more than just a name change; it also involves updates to the restaurant’s menu. Session Taco will introduce new items while retiring some old favorites.
Co-owner Adam Tilford explained the inspiration behind the new name. “Session represents a lot of things we love – skate sesh, surf sesh, jam sesh – all approachable, laid-back, fun, and connective experiences, and that’s how we want our guests to feel too,” Tilford said.
The new name reflects the restaurant’s desire to create a relaxed and enjoyable dining experience, mirroring the casual and fun vibes of various social gatherings.
What To Expect From Session Taco?
With the rebranding to Session Taco, customers can look forward to a refreshed dining experience. The restaurant plans to enhance its menu by adding new items that align with the laid-back, fun atmosphere it aims to create. At the same time, some existing menu items will be removed to make room for these new offerings.
The changes are expected to appeal to both loyal customers and newcomers, offering a fresh take on the taco dining experience. Whether you’re a fan of classic tacos or excited to try new dishes, Session Taco promises to deliver an enjoyable and vibrant atmosphere.
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The Impact Of The Rebranding
The rebranding from Mission Taco Joint to Session Taco marks a new chapter for the restaurant chain. This change not only helps avoid further legal issues but also aligns the brand with a more playful and engaging identity. The new name and updated menu are designed to enhance the overall dining experience, making it more inviting and memorable for guests.
Location And Future Plans
Session Taco will continue to operate its locations in the Kansas City area and St. Louis. As the transition unfolds, customers can expect the same high-quality food and service they’ve come to love, with exciting new additions to the menu. The restaurant’s commitment to providing a great dining experience remains at the core of its operations.
For more information on Session Taco, including updates on the new menu items and any changes to the restaurant’s offerings, keep an eye on their official website and social media channels. The rebranding marks an exciting evolution for the taco chain, promising a fresh and enjoyable experience for all its patrons.
With the new name and revamped menu, Session Taco is set to continue its legacy of delivering delicious food in a fun and relaxed setting.
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