The Players: Chick-Fil-A, the Southern based fried-chicken fast-food chain, which employs the tagline "Eat Mor Chiken" (sic) to sell its greasy deliciousness; Eat More Kale, an eco-friendly T-shirt business that promotes sustainable food screen-printing its very similar sounding slogan "Eat More Kale" on t-shirts.
Opening Serve: After applying for a federal trademark for the Eat More Kale logo, hoping to block other artists from copying his design, Eat More Kale received a letter from Chick-Fil-A threatening to halt Eat More Kale's trademark application. Chick-Fil-A claims that the "Eat More" combination will confuse its customers and dilute its brand. And it wants the small Vermont business to stop using the phrase.
The Return Volley: As it's not the first time Chick-Fil-A has threatened the business, Eat More Kale has decided to fight back. Back in 2006, the chicken company sent a cease and desist letter to the shirt company, threatening to shut it down and asking for all of its t-shirts. That time, some legal counsel scared Chick-Fil-A away. Now that Chick-Fil-A's at it again, the screen printers are ready to retaliate. "Our plan is to not back down. This feels like David versus Goliath. I know what it's like to protect what's yours in business," Eat More Kale's Bo Muller-Moore told The AP. So the company has started an online petition at Change.org addressed to Chik-Fil-A's management team asking the restaurant to back off. So far it has 5,206 signatures out of a 10,000 person goal.