DETROIT – The classic Detroit restaurant Chicken Shack is fighting for its name.
The relatively young New York-based Shake Shack wants the phrase "chicken shack" for a new chicken sandwich and has filed a trademark name application with the patent office. Chicken Shack has hired an attorney in response.
Chicken Shack has been a Detroit staple since it was founded in 1957 by the grandparents of current Vice President Neil Sobeck. It now has 21 locations and a food truck.
"Shake Shack wants to trademark the phrase Chicken Shack," confirmed Sobeck. "For a company that's known for mostly burgers and shakes to want to own the phrase Chicken Shack, it does seem kind of silly… We worked hard over the last 59 years to develop our brand and product and we want to stand behind that and protect it best we can."
Shake Shack has only been around since 2004, but since then it has rapidly expanded to 12 states and nine countries. The company's stock price drastically increased when it went public six months ago, but at last check the only chicken item on its menu was their chicken dog.
Chicken Shack doesn't even own the phrase "chicken shack," it only has a trademarked logo and type script. Sobeck said that if Shake Shack wins they're prepared to fight to the end.
"It doesn't scare us," said Sobeck, "because if you remember the bible story, David did beat Goliath, so hopefully we'll be the David beating the Goliath."
Shake Shack did not immediately respond to requests for comment.