A Fort Collins taco shop is taking its new name and branding in stride, following a trademark lawsuit by Texas-based Torchy’s that was settled earlier this year. Dam Good Tacos will now go by DGT, with a tagline “Authentic American Tacos,” and a slogan “Make Tacos Not War,” the Northern Colorado company announced last week.
DGT started operating out of a gas station in Basalt in 2012, and it moved into a Fort Collins alleyway in 2013. Torchy’s Tacos, which now operates in 16 cities and has four Denver outposts, disputed its new competitor’s name last spring, shortly after expanding to the Fort Collins market. Though spelled differently, DGT’s name was too similar to Torchy’s slogan, “Damn Good Tacos,” according to the dispute.
The move is not uncommon for a growing food and beverage business; breweries constantly settle trademark disputes over beer names, and expanding restaurant chains will make similarly titled local eateries differentiate their businesses, including changing all social media, marketing campaigns, and signage.
But in the aftermath of this particular settlement, Torchy’s is taking a social media beating, according to the Austin American-Statesman: “Several on Facebook and Twitter stated their loyalty to the Fort Collins taco hotspot and are spurning the Texas chain.”
@torchystacos It is a shame that you had to step all over local Colorado business because of your corporate greed. I actually liked your tacos and frequented your restaurant but now I'm having second thoughts. #gobacktotexas #dgt #damgoodtacos— Hunter Klein (@TheHuntzman) December 4, 2017
- Colorado Eatery’s Fans Take On Torchy’s in Taco Trademark War [Statesman]
- Dam Good Tacos Unveils New Name [Coloradoan]