According to a news report from tradingmarkets.com, “Pizza lovers take note. Bloomington’s Pizza Express announced that it will change its name to Pizza X in March. The change was spurred in part over last year’s flap over the chain’s use of the name Big Ten Bargain (first offered in 1988) for one of its pizza specials, said owner Jeff Mease. In September, the Big Ten Conference asked them to stop using the name for its large pizza, breadsticks and soda combo. It is now known as the Big Bargain.”
“The incident “made us realize how important the whole concept of intellectual property is,” Mease said. “It’s a disadvantage to us to have a name that’s not protected in the widest possible realm, which means having a federal trademark,” said the story.