What Buc-ee’s Trademark Lawsuits Teach OR and WA Small Businesses

Big Brand, Bigger Battle: What Buc-ee’s Trademark Lawsuits Teach Oregon and Washington Small Businesses

A Texas Story With National Lessons

If you’ve ever driven through Texas, you’ve probably seen Buc-ee’s - the gas station chain famous for its giant convenience stores, clean bathrooms, and beaver mascot. Beyond snacks and souvenirs, Buc-ee’s is also known for its aggressive trademark enforcement. In 2025, it filed lawsuits against several smaller businesses - like “Duckee’s” and “Barc-ee’s” - arguing that their logos and branding were too similar to its own.

While these lawsuits might sound like a quirky Texas dispute, they carry important lessons for entrepreneurs everywhere - including here in Oregon and Washington.

Why Trademarks Matter for Local Businesses

Whether you’re running a coffee shop in Portland, a food truck in Seattle, or an online retail store, your brand identity is one of your most valuable assets. Logos, slogans, and even distinctive store designs can all qualify for trademark protection.

But here’s the flip side: using a name or logo that’s too close to someone else’s - even unintentionally - can land a small business in hot water. Trademark law doesn’t require a giant chain like Buc-ee’s to prove you copied them on purpose; they only need to show that customers could be confused.

The Oregon & Washington Angle

• Brewing & Food Industry: Both states are known for crowded craft beer, wine, and coffee markets. With so many brands using playful names and animal logos, the risk of unintentional overlap is real.
• Tourism & Lifestyle Brands: Oregon and Washington businesses often capitalize on outdoor culture (mountains, rivers, wildlife). But many of those themes are also protected trademarks - think about how quickly a Sasquatch-themed logo could run into existing claims.
• Cross-Border Commerce: Many small businesses here sell not just locally, but online and across state lines. That means you’re exposed to trademark enforcement      from companies nationwide, not just in your backyard.

Practical Tips for Oregon & Washington Entrepreneurs

1. Do a Thorough Trademark Search Early
       Before you settle on a name or logo, search the U.S. Patent and Trademark Office (USPTO) database. It’s not enough to check if your business name is available with the Secretary of State.
2. Think Beyond Your County or State
       Just because no one in Oregon is using your brand doesn’t mean you’re in the clear. National brands - like Buc-ee’s - may enforce trademarks even in states where they don’t yet operate.
3. Consider Registering Your Own Mark
       Federal registration gives you stronger rights and can deter others from copying you. It’s also a valuable business asset if you ever sell your company.
4. Get Legal Advice Before a Dispute Escalates
       If you get a cease-and-desist letter, don’t ignore it. A trademark attorney can often help negotiate a resolution before it becomes a lawsuit.

Final Word

Buc-ee’s lawsuits are a reminder that trademark law isn’t only about mega brands - it affects mom-and-pop shops too. For small business owners in Oregon and Washington, the key lesson is to treat branding decisions with the same care you give your products or services. Protecting your identity early can save you from costly disputes later.

Click Here For Free Consult

This article is a service of Dolev Law, a Personal Family Lawyer® Firm. We don’t just draft documents; we ensure you make informed and empowered decisions about life and death, for yourself and the people you love. That's why we offer a Life & Legacy Planning Session,Ⓡ during which you will get more financially organized than you’ve ever been before and make all the best choices for the people you love. You can begin by calling our office today to schedule a Life & Legacy Planning Session.

The content is sourced from Personal Family Lawyer® for use by Personal Family Lawyer® firms, a source believed to be providing accurate information. This material was created for educational and informational purposes only and is not intended as ERISA, tax, legal, or investment advice. If you are seeking legal advice specific to your needs, such advice services must be obtained on your own separate from this educational material.