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So whats's up with all the Faux-bertos?

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Bradbury Oct 3, 2013 04:54 PM

In the course of my 'Houndly perambulations of the last year or so, I've noticed a lot of taco joints that look just like Alberto's but are ... just ... SLIGHTLY ... different. Same look and design, same loopy red semi-cursive typeface, but (just off the top of my head) here are some of the actual names I've recently seen:

Alanberto's
Adalberto's
Alerto's
Albertino's
Eiberto's
Ahhberto's
Tacoberto's
Arbusto's

...and so forth. So, anyone know what's going on here? Are all of these places just trying to rip Alberto's off? Or did the original chain sell off a lot of locations to new owners who couldn't be bothered to change the design, typeface, menu, etc.? Or was there some ugly rift in the founding family and now one brother is just trying to troll the other? Is Alberto's brand really so incredibly strong that it's worth near-counterfeiting? Does someone have the worst lawyers ever?

So many questions! (None of them really urgent, of course, so feel free to have some fun with this one...)

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  1. Servorg RE: Bradbury Oct 3, 2013 06:21 PM

    Nothing is new under the sun http://en.wikipedia.org/wiki/Ray%27s_...

    2 Replies
    1. re: Servorg
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      Bradbury RE: Servorg Oct 4, 2013 04:20 PM

      Heh, so true. But at least all the various Ray's permutations are kept in business, to some extent, by naive tourists who were led to believe that they just HAD to try Ray's pizza when they went to NYC. I've never heard of a tourist in LA looking for an Alberto's, and even if they did, they don't really tend to be in touristy locations.

      Which sorta bring me back to the question: is the Alberto's brand so strong that it's worth ripping off to such an extent?

      1. re: Bradbury
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        granadafan RE: Bradbury Oct 4, 2013 08:00 PM

        Not sure why Alberto's is so copied. They're good, but Roberto's is much better. I wish they'd expand from San Diego to LA. The fake ones from the lesser family members are in Las Vegas.

    2. d
      Dirtywextraolives RE: Bradbury Oct 3, 2013 08:31 PM

      Kinda like the faux Tommy's all around the city I noticed....they all have one less m, or some other minor detail that is different just so as not to incur trademark infringement lawsuits.....

      1. barryc RE: Bradbury Oct 4, 2013 03:02 AM

        http://www.albertosweb.com/ lists all the authentic alberto's

        i like their california burritos.

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