Restaurants & Bars

Los Angeles Area

So whats's up with all the Faux-bertos?

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So whats's up with all the Faux-bertos?

Bradbury | Oct 3, 2013 04:54 PM

In the course of my 'Houndly perambulations of the last year or so, I've noticed a lot of taco joints that look just like Alberto's but are ... just ... SLIGHTLY ... different. Same look and design, same loopy red semi-cursive typeface, but (just off the top of my head) here are some of the actual names I've recently seen:

Alanberto's
Adalberto's
Alerto's
Albertino's
Eiberto's
Ahhberto's
Tacoberto's
Arbusto's

...and so forth. So, anyone know what's going on here? Are all of these places just trying to rip Alberto's off? Or did the original chain sell off a lot of locations to new owners who couldn't be bothered to change the design, typeface, menu, etc.? Or was there some ugly rift in the founding family and now one brother is just trying to troll the other? Is Alberto's brand really so incredibly strong that it's worth near-counterfeiting? Does someone have the worst lawyers ever?

So many questions! (None of them really urgent, of course, so feel free to have some fun with this one...)

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