Modesto taco truck owner chooses new name under threat of trademark lawsuit
Rafael Calvillo, owner of Flaco’s Tacos in Modesto, rebranded his truck as Tacomatic after receiving a trademark cease-and-desist order.Summary
Rafael Calvillo, the owner of Flaco’s Tacos, a popular food truck in Modesto, California, was compelled to rebrand his business due to a trademark conflict with a Chicago restaurant also named Flaco’s Tacos. He received a cease-and-desist order and was given until January 1st to rebrand or face further legal action. The Chicago establishment has held the trademark for the name since 2009.
Calvillo solicited name suggestions from the community through The Modesto Bee and social media, receiving over 280 submissions. Initially, he had a different name selected, but ultimately chose “Tacomatic” the day before the announcement. He intends for the new name to be recognizable as he plans to expand the business, envisioning “Tacomatic” on billboards.
Calvillo expressed gratitude for the overwhelming community support during the renaming process. Tacomatic is currently open daily at 2716 Coffee Road, operating from 10 a.m. to 10 p.m.
(Source：Merced Sun-star)