Prominent American gas station chain and country store Buc-ee’s has addressed a viral post that depicts a grocery store in Mexico with a knockoff version of the brand’s iconic name and logo.
In a statement sent to WFAA, Buc-ee’s officials denounced the imitator, asserting that the Texas-based brand would defend its intellectual property against bad actors and from improper use.
“The Buc-ee’s brand represents clean restrooms, freshly prepared food, and great service. Buc-ee’s has invested heavily in innovation across the company to create and maintain these award-winning guest experiences,” the statement read. “Accordingly, Buc-ee’s will not stand as an idle spectator while others use without permission the intellectual property that Buc-ee’s has cultivated for decades.”
The viral Facebook post has a photo of a small building painted with a store name and logo in Buc-ee’s signature colors and style. But instead of Buc-ee’s, the name reads “Buk-ii’s,” and where Buc-ee the beaver goes, the store has a malformed rendition of the familiar hat-donning mascot. It’s hard to tell because of its distorted proportions, but it may be a different type of rodent — WFAA called it a gopher.
Imitation brands are nothing new. Many foreign companies create off-brand versions of products and companies to profit from name recognition or brand awareness without having acquired the licensing rights to do so.
According to the original uploader, Ramon Montelongo, the Buk-ii’s store is opening in Matamoros Tamaulipas, Mexico, near the Los Indios International Bridge.
In an interview with MySA, Montelongo explained that the super mercado would likely sell groceries, including fresh fruits and vegetables, meats, and beers, among other everyday necessities.
This isn’t Buc-ee’s first rodeo when it comes to protecting its intellectual property. The American gas station chain has filed lawsuits against several companies pertaining to the fair-use rights of its logo/mascot, company name, and brand imagery.
Some companies that have lost or settled trademark lawsuits with Buc-ee’s include a San Antonio-based chain called Choke Canyon that used a cartoon alligator on a yellow circle as its logo, similar to what Buk-ii’s did with the cartoon gopher.
Buc-ee’s went head to head with another company, Chicks, a convenience store based in Bryan. The lawsuit was ultimately dismissed and settled out of court. Chicks has since been sold and rebranded as Stripes Convenience Store. Buc-ee’s also sued B&B Grocery in Uvalde County for using a beaver mascot.
Considering Buc-ee’s has a history of defending its intellectual property, Buk-ii’s could soon be facing legal action.
