Little Caesars Can’t Register ‘Deep!Deep!’ Pizza Trademark

Little Caesars can’t register “Deep!Deep! Dish Pizza” as its trademark because it’s descriptive of a type of pizza, the Trademark Trial and Appeal Board ruled Dec. 29 ( In re LC Trademarks, Inc., TTAB, 85890412, 12/29/16).

The board found no evidence that consumers would understand the term as an indicator of the source of pizza, rather than as just a description of the goods.

The pizza chain—among the largest pizza companies in the U.S.—has used the slogan “Pizza!Pizza!” for decades and holds two trademark registrations on it. The board rejected its argument that consumers would recognize the repetition ...