A lesson learned: Now it’s Ionic Burritos

Melissa Massie is making the switch from Sonic to Ionic.

The Spokane owner of Sonic Burritos, at 1415 N. Hamilton, said she’s changing the name of the restaurant to avoid legal battles with a large Oklahoma food company, Sonic Corp.

The new full name will be Ionic Burritos & Cosmic Quesos, said Massie.

“I like the phonics of ionic burritos,” she said. “And bionic and atomic had already been taken.”

She’s now formally filed a trademark for the new name. She’s paying for the new trademark process and other rebranding and advertising costs through customer contributions and a donation from Sonic Corp., she said.

Her experience can be a marketing and small business lesson for others, Massie said. “I hope people learn from my bummer deal. You need to make sure you have a name you can trademark before walking into a business,” she said.

Massie bought the business in 2003 but the previous owner didn’t disclose that an attempt to trademark Sonic Burritos had been denied, based on a prior trademark awarded to Sonic Corp.

In December, attorneys for Sonic contacted Massie and said they were about to open a Spokane restaurant at 1313. N. Ruby, several blocks from her own business. They said they’d sue her if she continued using the Sonic name.

Since then, the two sides worked out a happy compromise. Massie said the amount of help and cash coming from Sonic will not be disclosed.