Illinois Tamale Company, Inc. v. LC Trademarks, Inc.
The Seventh Circuit reversed the district court's grant of a preliminary injunction to Illinois Tamale Company (Iltaco) enjoining Little Caesars' use of "Pizza Puff" in its marketing for "Crazy Puffs," and affirmed the denial of the preliminary injunction as to "Crazy Puffs" and "Puff." Iltaco alleged Section 32 registered mark infringement and Section 43(a) false designation based on its registered "Pizza Puff" and "Puff" marks. The court held that Iltaco failed to demonstrate likelihood of success on the merits because it did not establish that "Pizza Puff" was protectable or overcome Little Caesars' fair use defense. The district court applied an incorrect legal standard for determining genericness—asking whether competitors could compete effectively without using the term—rather than the statutory "primary significance" test under Section 1064(3). Under the correct standard, Little Caesars' evidence, including a Teflon survey showing 83.3% of consumers perceived "pizza puff" as a common term, crowdsourced dictionary definitions, and third-party USPTO registrations using "pizza puff" descriptively, sufficiently overcame the presumption of validity for Iltaco's incontestable mark.
The case is significant for its application of the genericness analysis to incontestable marks and its treatment of the fair use defense under Section 1115(b)(4). The court held that consumer survey data showing over 80% generic perception constitutes strong evidence of genericness despite the heightened presumption afforded incontestable marks, rejecting the district court's reliance on dicta suggesting that 10% brand association could suffice to avoid a genericness finding. On fair use, the court corrected the district court's error in requiring the challenged term to describe the product itself, clarifying that a term is descriptive for fair use purposes if it "refer[s] to a characteristic" of the defendant's goods, not whether the defendant's product matches the term's primary definition. The court found "Pizza Puff" plausibly descriptive of Little Caesars' "puffy" dough filled with pizza ingredients used in the phrase "4 Hand-Held Pizza Puffs." The court also reaffirmed that when evaluating likelihood of confusion between "Crazy Puffs" and "Pizza Puff," marks must be considered in their entirety rather than by isolating common elements, and a district court may permissibly find no likelihood of confusion based heavily on mark dissimilarity even when other factors favor the plaintiff.