“Defendants’ acts … from their misappropriation of the BLAZE name and BLAZE Marks and offering of pizza, to their interior design decisions and the adoption of a flame-based rewards program — were clearly calculated to confuse consumers into believing that Defendants’ goods and services originate with or are otherwise affiliated with or sponsored or endorsed by Blaze,” the lawsuit reads.  

Blaze Pizza alleges that it first learned that Blaze BBQ filed an application with intent to use the Blaze name back in May 2021. Two months later, Blaze Pizza sent a letter requesting that Blaze BBQ “abandon its application to register” its business using the Blaze name and “agree not to commence use of the logo.” Nearly a year later in April 2022, Blaze BBQ had not amended its application. Blaze Pizza filed an opposition to Blaze BBQ’s application in August 2022.

SFGATE reached out to Blaze Pizza, but the chain declined to comment on the ongoing lawsuit. LeBron James is part-owner of Blaze Pizza. He and his partners invested about $1 million in the fast-casual pizza chain in 2012, according to ESPN.

Blaze BBQ locations offer a broad menu of wraps, kebabs, salads and burgers, as well as pizza. Pizzas are not mentioned on its website menu but are advertised on social media, store menus and storefront windows, Blaze Pizza states in the lawsuit. According to the suit, Blaze Pizza said that Blaze BBQ shared “that it would not offer pizza, and that it would expressly exclude ‘fast casual pizza’ from the identification of goods in its [intent-to-use] Application.”

Blaze Pizza is asking for a trial by jury. SFGATE reached out to Blaze BBQ for comment but did not hear back by publication.