Trademark Trouble at the Travel Stop: Buc-ee’s vs. Barc-ee’s
Trademark law is meant to protect not just a name or a logo—but the hard-earned goodwill behind it. A recent case making headlines in the IP world illustrates this perfectly.
Buc-ee’s, the beloved Texas-based rest-stop chain known for its pristine bathrooms, massive stores, and iconic beaver mascot, has filed a lawsuit against a Missouri business called Barc-ee’s, claiming trademark infringement.
The Allegations
Filed in a Missouri federal court, Buc-ee’s alleges that Barc-ee’s—an offbeat travel stop in Marshfield, Missouri operated by Home Away From Home Dog Training, LLC—has deliberately copied key elements of the Buc-ee’s brand. According to the lawsuit, Barc-ee’s offers food, drinks, pet supplies, and even EV charging and play areas. But the real issue? Its name, logo, and marketing.
Buc-ee’s claims the Barc-ee’s mark mimics their own in several ways:
A similar naming structure
A curved wordmark
A circular yellow logo featuring a brown cartoon animal (this time, a dog instead of a beaver) with a red tongue
The company even cites Barc-ee’s own website and media coverage, which openly admits that Buc-ee’s served as “inspiration.”
Buc-ee’s contends this isn’t just accidental overlap. It alleges the use was knowing, intentional, and in bad faith—designed to capitalize on Buc-ee’s substantial reputation and customer recognition. The lawsuit seeks to block Barc-ee’s from continuing to use the branding and demands financial compensation, including damages, attorneys’ fees, and court costs.
Barc-ee’s Response
Barc-ee’s founder, John Lopez, took to Facebook with a tongue-in-cheek response, acknowledging the lawsuit with equal parts humor and frustration:
“Being sued is a delightful addition to the business experience that none of my mentors got me ready for… Although I prefer my business challenges to come with a side of coffee rather than a court summons, this is just a part of the entrepreneur game.”
Lopez insists that his legal team believes Barc-ee’s isn’t infringing, though he admits the fight may not be worth it in the long run. He closed his post with a colorful metaphor:
“Very rare does a small dog go into a fight with a big beaver and come out on top.”
The Bigger Picture
This isn’t Buc-ee’s first foray into enforcing its trademark rights. The company has a history of protecting its brand aggressively—and with good reason. Trademark law is all about avoiding consumer confusion. When a name, logo, or branding style becomes associated with a certain standard of goods or services, the law allows the business behind it to prevent others from creating misleadingly similar versions.
Barc-ee’s may argue that its playful nod to Buc-ee’s is protected as parody or fair use, but courts tend to take a hard look when inspiration crosses into imitation—especially when the "nod" might lead customers to think there’s a connection or endorsement.
Key Takeaways for Business Owners
If you’re building a brand—especially one that’s inspired by another—you need to tread carefully. Before you launch, it’s smart to:
Conduct a trademark search
Avoid similar wordmarks, logos, or color schemes
Think about how your brand feels—not just how it looks
Get legal advice early to avoid costly detours later
At the end of the day, whether you’re a beaver or a dog, the safest path forward is building your own identity.
At Ed White Law, we help entrepreneurs and business owners secure and defend their intellectual property rights—so you can build confidently and protect what makes your brand uniquely yours.