“Call Your Mother” is a well-known deli chain from Washington, D.C., that serves bagels in a “Jew-ish” style (as they themselves describe it – not fully kosher, but inspired by tradition). The brand has achieved considerable success, and its name is catchy, humorous, and plays on the stereotypical sense of guilt that Jewish mothers supposedly instill in their children to make them call more often. On the other hand, there’s a small establishment in New Jersey that calls itself “Call Your Bubbi.” “Bubbi” is a Yiddish term of endearment for grandmother. The owners of this establishment also serve bagels and evoke a homey, warm atmosphere. It would seem that there is enough room in the market for both – mother and grandmother. However, the owners of “Call Your Mother” thought otherwise and, in November 2025, took strong action, filing a lawsuit for trademark infringement.
“Mother” argues that the name “Call Your Bubbi” is too similar to their registered trademark. They point out the identical structure of both names: “Call Your [family member].” They claim that customers might think the New Jersey establishment is a branch or a “sister” project of the well-known Washington-based chain. This is an interesting case because the words “Mother” and “Bubbi” sound and look completely different. However, in trademark law, the overall impression and associations also matter. If both names evoke the same image in the customer’s mind (a phone call to an elderly female relative, home-cooked food, Jewish tradition), the risk of confusion increases. The plaintiff argues that “Call Your Bubbi” is capitalizing on their reputation and unique communication style, which they have developed over the years.
The case has reached the U.S. District Court and is causing a stir in the food industry. On one hand, there is the protection of investment in a brand. "Call Your Mother" has invested millions in promotion and building brand recognition. On the other hand, the question arises: how broad can a monopoly be on colloquial language and cultural references? Can the phrase "Call Your..." combined with a relative be the property of one company? The defense of "Call Your Bubbi" will certainly argue that references to grandmothers are as common in Jewish delicatessens as poppy seeds in challah, and no one should have the right to exclusively use them. They will have to prove that their brand has a different character and does not mislead customers.
This dispute is a perfect lesson for anyone coming up with a name for their company. We often think that if we change just one word in a well-known slogan (here: "Mother" to "Bubbi"), we're safe. However, intellectual property law is more complex. If your name follows the same thought pattern as a competitor's name and you operate in the same industry, you're entering dangerous territory. It's worth observing this process because its outcome will define the limits of how much you can draw inspiration from someone else's branding idea, while appealing to nostalgia and tradition. For now, the outcome is uncertain, and all we can do is wait for the verdict – preferably with a good bagel in hand.
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