Great Harvest Bread Sues Panera Over Trademark; Associated Press, 3/10/16

Jim Salter, Associated Press; Great Harvest Bread Sues Panera Over Trademark:

"One restaurant chain that made its name off fresh bakery products is suing another, alleging federal trademark infringement for use of what it calls a confusingly similar advertising slogan.

Great Harvest Bread Co. filed suit Thursday in federal court in Charlotte, North Carolina, against Panera Bread. The suit, filed on behalf of Great Harvest's more than 200 owner-operated stores, claims the company received a trademark in October 2014 for its mantra, "Bread. The Way it ought to be."

The lawsuit says suburban St. Louis-based Panera debuted its "Food as it should be" advertising campaign just eight months later, in June 2015. Great Harvest, based in Dillon, Montana, says the Panera campaign intentionally causes confusion."