In Mexico you couldn’t register the word Sonora (state), nor Taqueria (kind of restaurant) as there are two common words, but perhaps the combination of both is trademarkable, I’m not sure, so many ‘taquerias’ here don’t file a trademark request. It’s usually “Taquería [LAST_NAME]” or “Taquería [PLACE]”.
At the same time, the word “taqueria” was trademarked in UK, like it would be “Paris” or “Pub” I guess, so basically Sonora Taqueria didn’t reply to the cease and desist, based on:
[Lizbeth García]: A brand may not use a word that is generic or descriptive of the products or services it is putting into circulation on the market.
Since he (Ismael, Taqueria’s representative) didn’t get any response, he decided to leave it in the hands of his law firm.
In early 2023, after all the noise on the internet and the mobilization caused by this case, an agreement was finally reached with Taquería to settle the matter peaceably.
In March 2023, Michelle and Sam decided to register the Sonora Taquería brand and logo with the UK Intellectual Property Office.