One of the rules about trademarks is that you use it or lose it. It is a registered ownership of the use of the name, but if you choose not to use it, someone can make a case to take it away from you.

So, when Archie Comics register a trademark for Pop's Pop's Chock'lit Shoppe, my instant reaction was they were doing a comic book spinoff series from Riverdale or the Archie series, or the like, but no. Archie Comics has only registered Pop's Pop's Chock'lit Shoppe for restaurant services.

Because it seemed Netflix opened a series of pop up shops in Canada to promote the second season of the TV show which they air in that territory, with replicas of the one seen in Riverdale, and serving Betty (Old Fashioned Vanilla) or Veronica (Double Chocolate) for budding Archies to choose from.

And presumably Archie Comics wanted to make sure that Netflix doesn't keep a grip on such a name for the future.

But does that mean Archie Comics is actually planning to open a restaurant of that name? If not, and it's purely a defensive measure against someone else doing it, and they don't open such a restaurant, they can be challenged.

But wouldn't a replica chain of restaurants based on the diner made popular by Riverdale? It's not just for Canadians after all.

Here's how the transformed Fran's Diner at Toronto looked.