The beloved Texas travel-center Buc-ee’s – famous for its smiling beaver mascot – found itself in an unusual brand battle with a small Missouri business sporting a cartoon duck. In late 2024, Buc-ee’s filed a trademark infringement lawsuit against Duck-ee’s Drive Thru, a family-owned liquor and convenience store in Kimberling City, Missouri (News-Leader, KHOU). Buc-ee’s claimed the upstart’s name and logo were too close to its own iconic brand. The ensuing beaver-versus-duck legal showdown sheds light on how fiercely companies guard their trademarks, and it just recently ended in a settlement. Here’s a deep dive into the case’s background, the legal arguments on each side, how the dispute was resolved, and how both businesses – and their fans – reacted.
Background: When Buc-ee’s Expansion Met a Duck in Missouri
Buc-ee’s is a Texas-born mega gas station and convenience store chain known for its clean restrooms, BBQ, and a cult-following of fans. Its mascot, a cartoon beaver in a red cap, is instantly recognizable. In the past few years, Buc-ee’s has been expanding beyond Texas, opening huge travel centers across the South and Midwest (Off the Kuff). In fact, the company opened its first Missouri location (in Springfield) in December 2023 and announced plans for a Kansas City-area store soon after (News-Leader).
As Buc-ee’s spread into new territory, it also showed it would aggressively protect its trademarks. Buc-ee’s has a long history of filing trademark lawsuits – often successfully – against businesses it believes are imitating its brand (Off the Kuff). Previous targets included a Texas store with an alligator logo, a Mexican convenience store called “Buk-ii’s,” and a Missouri dog park named “Barc-ee’s” (C-Store Dive).
Duck-ee’s Drive Thru, a small business in Kimberling City near Branson, Missouri, featured a cartoon duck mascot. Acquired by Troy and Michael Wiseman in April 2023 (News-Leader), Duck-ee’s had existed under that name earlier (MySA). Its logo – a duck giving a thumbs-up in a green outfit with a “D” – appeared on merchandise and signage, placed against a yellow circular background (News-Leader).
Initially, the two brands coexisted without issue, as Buc-ee’s had no stores in Missouri or Kansas at the time (MySA). But that changed when Buc-ee’s opened in Springfield, just 44 miles away (MySA). In November 2024, Buc-ee’s filed a federal lawsuit in Missouri’s Western District Court (News-Leader), alleging Duck-ee’s infringed on its trademarks and even copied elements of its logo (KHOU).
The Trademark Fight: Beaver vs. Duck Logos
The complaint alleged that Duck-ee’s deliberately copied Buc-ee’s look and feel. Both logos featured a cheerful cartoon animal head (beaver vs. duck) centered on a yellow circle with bold outlines (Express-News). Buc-ee’s called Duck-ee’s logo and name “nearly identical both orally and visually” to its own marks (Express-News).
Buc-ee’s pointed out that its beaver logo has been trademarked since 2011 and is widely used on merchandise, giving it substantial goodwill nationwide (Off the Kuff, Express-News). Duck-ee’s had begun selling T-shirts, hats, and koozies with the duck logo (KY3), which Buc-ee’s said could confuse customers and dilute its brand.
Buc-ee’s sought an injunction, destruction of Duck-ee’s branding materials, profits, and damages (Off the Kuff, Express-News, News-Leader).
Duck-ee’s Response
Duck-ee’s responded in February 2025, denying all allegations (Off the Kuff). They argued they adopted their branding before Buc-ee’s entered the region, relying on the prior-use doctrine in trademark law (MySA). Duck-ee’s emphasized their logo’s unique features – the duck wears sunglasses and a bow tie, faces left, and says “Drive Thru,” contrasting Buc-ee’s beaver mascot (Off the Kuff, MySA).
Settlement Reached: A (Mostly) Quiet End to the Quack-Off
In April 2025, the companies settled out of court (KHOU), resulting in a lawsuit dismissal (C-Store Dive). Terms were not disclosed, but Duck-ee’s remained open, likely after some agreed changes.
In contrast, Barc-ee’s – another Missouri business sued by Buc-ee’s – shut down and rebranded shortly after litigation began (C-Store Dive). Duck-ee’s stood its ground longer and survived the legal battle.
Reactions: Branding Lessons and Public Opinion
Buc-ee’s issued a statement saying it must protect its intellectual property vigorously (Express-News). Duck-ee’s owners remained mostly silent but emphasized their store’s unique, community-driven identity (Express-News). Fans reacted with mixed opinions, with some praising Buc-ee’s and others criticizing the lawsuit as corporate bullying (Off the Kuff, Reddit).
Trademark experts noted Duck-ee’s legal argument had merit and might have succeeded if the case went to trial. Regardless, Buc-ee’s achieved its goal without a risky court decision.
Conclusion: A Cautionary Tale in Trademark Territory
This trademark tussle offers valuable lessons: big brands like Buc-ee’s will fiercely defend their trademarks, while small businesses must be cautious when crafting brand identities. In the end, the beaver and the duck found peace – but not without ruffling a few feathers.