Sushi Express clarified they are not opening up a second location amid confusion about a Japanese restaurant opening on State Street.
A new restaurant on State Street announced they will be opening up under the name Sushi Express. An unaffiliated restaurant also named Sushi Express already exists on University Avenue.
Sushi Express called the owner of the State Street restaurant but was not able to reach them, according to Bella Lin, a manager at Sushi Express. They then sent a letter, asking them to change the name of their restaurant.
Sushi Express is owned by two families who shaped Sushi Express’ image in Madison, Lin said.
“They have been working very hard to gain today's reputation, popularity, the sponsorship for our customers,” Lin said. “We have a huge customer base.”
Lin fears Sushi Express customers will assume the State Street restaurant is their second location.
“Eventually, they will be taking advantage of us,” Lin said. “Our reputation and our name will bring them some sort of business for sure.”
There are several restaurants called Sushi Express across the country, unaffiliated with the one in Madison. Lin says this situation is different because of the new restaurant’s proximity to them.
Sushi Express will continue to try to change the name of the Japanese restaurant opening up on State Street. They have been contacting a lawyer about the issue, according to Lin.
Aside from a few exceptions, it is illegal under Wisconsin law for a new business to be named after a pre-existing business in the state whose name is trademarked.
