Buc-ee’s Trademark Lawsuit Shuts Down ‘Barc-ee’s’ Pet Store

When a small pet store in Missouri named Barc-ee’s opened its doors earlier this year, the owners probably didn’t expect a multimillion-dollar Texas-based travel center chain to come knocking — with a lawsuit. But that’s exactly what happened when Buc-ee’s, famous for its smiling beaver mascot and sprawling roadside stores, filed a federal trademark infringement lawsuit in March.

The dispute centered on more than just a punny name. According to USA Today, Barc-ee’s used a circular red logo with a cartoon dog that bore a striking resemblance to Buc-ee’s iconic branding. The signage, store layout, and even merchandise presentation reportedly mimicked the Buc-ee’s aesthetic — something courts often refer to as trade dress.

What’s the Legal Issue Here?

At the heart of the lawsuit is trademark infringement — the unauthorized use of a mark that is likely to cause consumer confusion. Buc-ee’s argued that Barc-ee’s branding could mislead customers into thinking the pet store was affiliated with or endorsed by Buc-ee’s, especially since it sold pet-themed merchandise similar to Buc-ee’s offerings.

Trade dress protection extends beyond logos and names to the overall look and feel of a business, including color schemes, signage, and store design — and Buc-ee’s has a track record of aggressively enforcing those rights.

Barc-ee’s Responds… and Then Closes

According to local coverage, Barc-ee’s co-owner Jason Leary said they never intended to infringe and were devastated by the lawsuit. The store promptly removed its signage and announced plans to rebrand. But the legal pressure and unexpected costs of responding to a federal lawsuit proved too much for the fledgling business.

Barc-ee’s closed its doors within weeks of opening, illustrating how quickly a small brand can unravel under the weight of a trademark dispute — even when the business is willing to cooperate. While Buc-ee’s is known for vigorously protecting its intellectual property, Barc-ee’s story serves as a cautionary reminder that perceived brand similarities, even if unintentional, can escalate fast — and cost real money.

Why This Matters to Small Businesses

This case is a textbook example of how unintentional infringement can still have serious consequences. Even if there’s no bad intent, using branding that looks or sounds similar to a well-known mark can trigger lawsuits — and the legal and financial burden of defending those claims can be overwhelming for small businesses.

• Do a thorough trademark clearance search before settling on a name or logo.
• Look beyond exact matches — consider the overall “feel” of your branding.
• Assess how your brand might be perceived by the public, not just your own intent.
• Talk to a trademark attorney early to avoid costly mistakes.

Related Reading

• What Happens If Someone Infringes My Trademark?
• Why a Trademark Clearance Search Is Worth It

Protect Your Brand the Right Way

Barc-ee’s may have started with a clever name, but its brand never had a chance to grow. Small businesses can’t afford to make the same mistake. Whether you’re launching a new venture or rebranding an existing one, protecting your brand means more than just registering a name — it means making sure it won’t get bulldozed in court.

Need help choosing or defending your brand? Contact Harrigan IP today to schedule a consultation with an experienced trademark attorney. We’ll help you build a brand that lasts — and stays out of court.