Giordano's Pizza Sues Downers Grove Deli Over Name

The popular Chicago-area pizza chain Giordano's is suing a recently opened Downers Grove deli over the use of its name.

Attorneys for the two corporations that own Giordano's filed the trademark-infringement lawsuit Aug. 29 against Giordano Fresh & Crispy Pizza Co., located at 2021 W. Ogden Ave. in Downers Grove.


According to the complaint, the deli's use of the name "Giordano" was "wrongful, intentional and in deliberate and knowing disregard of Giordano's exclusive ownership rights." 

The deli "has caused and will continue to cause confusion in the marketplace and mislead the public into believing that (its) services are associated with, or connected to, Giordano's," according to the complaint, filed in the U.S. District Court in Chicago.

Giordano Fresh and Crispy offers a variety of Italian subs, pastas and pizza. The deli opened last month just two miles from the Giordano's in downtown Downers Grove.

Attached to the complaint were images of of the deli's menu and signage, which both prominently featured the name "Giordano" in the logo.

The name was enough to confuse at least one customer, who emailed Giordano's on Aug. 25 after mistakenly ordering from the deli, the lawsuit states.

"There is a new place in Downers Grove that I thought was you, and (their) pizza was horrible. Later I found out it is called Giordano Pizza. A little too close for comfort I say," the customer wrote.

By Aug. 29, the day after the lawsuit was filed, the owner of Giordano Fresh and Crispy had already removed any trace of the logo from the restaurant, including the windows and the menus. The owner declined to provide any further comment.

The lawsuit asks that the deli drop the name "Giordano" from all aspects of its business, including promotion and advertising. It also seeks monetary relief totaling triple the amount of damages suffered by Giordano's—in this case, all profits derived by the deli while using its name.

A status hearing is scheduled for Sept. 17.

Giordano's currently has 40 locations in the Chicago area, including the one at 5115 Main St. in downtown Downers Grove.