August 08, 2006

Cereality Cereal Bar & Cafe was recently able to enforce its trademark against a second potential competitor in the apparently growing cereal restaurant market, and is reportedly working to enforce its rights against a third. Cereality, starting as a small restaurant on the campus of Arizona State University, was first successful in having the Cereology restaurant in Iowa change its business name to Cabinet. It recently enforced its mark against Cerealicious, a company based in Ohio that has several stores in the U.S., and Cerealicious soon thereafter changed its company name to Cereal Central. According to the azcentral.com news article linked below, Cereality may also be aiming to enforce its rights against a Canadian operator of a Cerealicious store in Toronto. Cereality has three locations where it sells bowls of cold and hot cereal, as well as cereal bars, to its patrons. According to Cereality’s website, “customers choose from their favorite brands [of cereal] and toppings. Pajama-clad Cereologists™ fill the orders. And customers choose and add their own milk, just the way they like it.” Cereality has a total of 14 registered and pending marks, including the name “Cereality” (U.S. Reg. No. 2,836,818) and the logo “Cereality Cereal Bar & Cafe” (Reg. No. 2,961,861).

azcentral.com News Article: LINK
Cereality Cereal Bar & Cafe Website: LINK

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Mark Reichel
Reichel IP LLC

I am a patent attorney with Reichel IP LLC, where I concentrate my practice on patent drafting and prosecution, trademarks, and general intellectual property matters. I currently focus on the preparation and prosecution of medical device and other life sciences patent applications, and being actively involved in a number of local not-for-profit organizations.

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