Michael Corcoran, longtime Austin, Texas scribe, is reporting that Izzoz Tacos, the south Austin based taco dealer is preparing to change their name after being sued by Louisiana corporate-Mexican chain Izzo’s Illegal Burritos. New name? Mellizoz.
So, Izzo’s Illegal Burritos “wins” but at what cost? As they prepare to enter the hyper competitive world of Austin’s Mexican restaurant scene what will the lawsuit mean for the health of their business?
Utter failure brought on by a vigorous and active boycott by Austin’s eaters?
Perhaps. As we’ve stated before Austin is bullish when it comes to protecting its own and a Mexican chain rolling in from Louisiana after legally bulldozing a local mom n pop taco joint might mean failure from the get go.
Of course their entry may be met with a yawn. If they’re wise they’ll set up in some faceless suburb where they can vend their fare to people who couldn’t care less about the controversy. They want a factory issued lunch, they want it cheap and they want it fast and they’re about as tuned in to the world as a fat tabby cat sitting in a bay window in West Lake.
We’ll be monitoring Izzo’s Illegal Burritos as they move toward opening their first Austin store. More on the lawsuit: http://www.scrumptiouschef.com/food/2011/11/13/Corporate-Louisiana-Mexican-Chain-Invades-Texas-First-Order-Of-Business-File-Lawsuit-On-Austinites