Mission Burrito is now Überrito Mexican Grill after trademark lawsuit

Crews got to work Wednesday renaming Houston classic "Mission Burrito". The chain of four restaurants in the area will now all be called "Überrito Mexican Grill" after restrictions in a lawsuit forced the owners to change. less Crews got to work Wednesday renaming Houston classic "Mission Burrito". The chain of four restaurants in the area will now all be called "Überrito Mexican Grill" after restrictions in a lawsuit forced the ... more Photo: Heather Alexander/Houston Chronicle Photo: Heather Alexander/Houston Chronicle Image 1 of / 32 Caption Close Mission Burrito is now Überrito Mexican Grill after trademark lawsuit 1 / 32 Back to Gallery

Sobs were heard across Houston this morning as the legendary church towers of Mission Burrito were brought down for the final time.

The almost cult-like burrito joint had to change its name after a trademark infringement lawsuit was brought against it. Early Wednesday morning workers were out peeling off the past in favor of the future.

All four Mission Burritos in the Houston area will now be known as Überrito Mexican Grill. The new name was being bolted in place at the outlet at 1609 Durham Drive by 9:30 a.m. today.

Crews said they were heading on out to change the Humble sign Thursday. A countdown on the website of parent company, Mexican Restaurants Inc., suggests the formal launch will be later that day.

"With the introduction of Überrito we introduce the masses to what Houstonians have known for nearly 20 years; Mission Burrito has the most offerings in the fast casual burrito segment," Mexican Restaurants Inc. says of the new concept on its website.

It's unclear whether anything else will change apart from the name.

Some on social media were nonplussed by the new branding with one even suggesting car sharing company Uber might now have a complaint.

That's perhaps unlikely though: it was the similarities in product that led to the suit from Mission Tortilla owners Gruma Corp. earlier this year.

Ultimately Mission Burrito were not told they had to change their name, just that they had to place disclaimer notices on all packaging, signs, wrappers and ads. The ruling was so restrictive the brand decided to go all out for a new name.

"We would probably not have done it as soon as this had it not been for the lawsuit," said Mexican Restaurants spokesman Larry L. Harrison when the decision was announced in February. "Since we bought Mission Burrito in 1996, we have always wanted to rebrand; it's like buying a house, you want to make it your own."



The company held an online competition surrounding the change, with whoever got closest to the new name promised a free burrito every week for a year.

Results from that and plans for the launch of the now Überrito Mexican Grill are yet to be revealed.

Mission Burrito's four locations are on Durham Drive in Houston, West Alabama in Houston, Atascocita Road near Humble and Cinco Ranch Boulevard in Katy.