Mission Taco Joint is rebranding to Session Taco

The name change is due to a lawsuit involving Mission Foods

After being sued for trademark infringement by the parent company of Mission Foods, Gruma Corporation, Mission Taco Joint has announced it is changing its name to Session Taco. The rebrand will include a new logo, as well as some new menu items, which will debut in St. Louis locations next week.

“We’re thinking of this as an evolution, not a revolution,” chef-owner Jason Tilford said in a statement. “Session Taco will be a new chapter for us, so it’s an opportunity to add some new energy to the menu as well as our team. We’ll be adding some lighter, coastal items like baja tuna ceviche and lobster tacos, as well as some items that we always get requests for like a crunchy taco (the Regular Taco), burrito bowl, Caesar salad and more. We’ll still have some fun with the menu, too, with items like our LA Street Dog, a bacon-wrapped hot dog with fajita peppers and onions, and a Guac Trio that has three different flavored guacamoles. More than just new menu items, our team has been all in on upgraded systems and trainings to deliver the quality experience our guests deserve, and I’m really proud of that.”

A new website, sessiontaco.com, will be launched in the coming months as the rebrand will take some time.

“This certainly came as a blow when we first found out. We spent a decade building this brand. While we have eight locations, we are still a small brand relative to $6.8 billion Gruma Corp,” Tilford said. “Working in this industry for so long, we know how to take things in stride. We plan to be around for the next 10 years or more, and look forward to seeing Session Taco on our doors soon. And yes, if you drop the M and the I, you have Session Taco. And yes, this was intentional.”