Mission Taco to rebrand its name to Session Taco

ST. LOUIS – Mission Taco will officially begin the process of rebranding their name, the restaurant announced in a press release Monday.

In the coming months, Mission Taco will rebrand their name to Session Taco after being sued for a trademark infringement by Gruma Corporation, the parent company of Mission Foods, in late 2023 for the word “mission” being a part of their brand.

The name Session Taco aligns with Mission Taco, which reflects the upbringing of owners Adam and Jason Tilford in southern California, the release said. The restaurant will use its new name to serve as a fresh start for the brand.

“We’re thinking of this as an evolution, not a revolution,” Jason Tilford says. “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.

Session Taco will introduce a new visual identity and menu that will feature new items like the Blue Crab Taquitos, the Grilled Mahi-Mahi Taco, Churro Cheesecake Empanadas, and more. While some items may leave the menu, like the MTJ tortas, signature favorites will still be available on the new menu.

“Working in this industry for so long, we know how to take things in stride. We plan to be around for the next ten years or more and look forward to seeing Session Taco on our doors soon,” owner Adam Tilford said. “And yes, if you drop the M and the I, you have Session Taco. And yes, this was intentional.”

Mission Taco has over 500 employees across 8 locations in St. Louis and Kansas City. The brand will launch a new website in the coming months, and Mission Taco’s social media pages will transition to @sessiontaco once the rebrand is complete.

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