I didn't know if you guys knew about this or not, but "Opa! Greek taverna" (Halifax's Greek restaurant chain) is opening their first out-of-Halifax location in downtown Moncton with the next 10 months...
From Opa! to ela! for local Greek restaurant
Trademark battle forces business to change name
By CHRIS LAMBIE Business Editor
Thu, May 5 - 4:54 AM
Costa Elles and Chris Tzaneteas, owners of ela! Greek Taverna. (Darren Pittman / Staff)
Costa Elles and Chris Tzaneteas, owners of ela! Greek Taverna. (Darren Pittman / Staff)
They will still be smashing plates and yelling "Opa," but the name has got to go.
A Calgary-based quick service restaurant chain has forced Halifax’s Opa! Greek Taverna to change its moniker.
"We became aware for the first time about four years ago that there was this infringement on our trademark," Patrick Gibbons, president and chief executive officer of Opa! Souvlaki Franchise Group Inc., said Wednesday in a telephone interview.
"So we approached them and we explained our situation. They were reluctant to give it up. So we got our two lawyers involved. And, end of the day, we agreed to a three-year-period transition. And that was three years, two days ago."
Gibbons said his company, which has 85 outlets spanning from British Columbia to Ontario, thought it was being extremely fair "by giving them three years to cease and desist the use of our trademark."
The agreement to let Opa! Greek Taverna temporarily use the name expired May 1, he said.
Opa! Greek Taverna has full-service restaurants in downtown Halifax, Bayers Lake Business Park and Dartmouth Crossing.
"They elected not to do anything about it," Gibbons said. "I met with them last week, gave them three options, none of which they thought were acceptable, and so we need to take back our name.
"They’re great people, but as you know, one has to aggressively defend their trademarks. We’ve spent 14 years with that brand name and we are Canada’s largest Greek . . . restaurant chain and we are coming out east."
Gibbons said his company, which is now moving into Quebec, thought Chris Tzaneteas and business partner Costa Elles of Opa! Greek Taverna may be interested in being its franchisee in the Maritimes.
"We thought we could work something out with them, but they just asked for another extension," Gibbons said.
Tzaneteas said Wednesday that he and Elles had worked out a six-month-extension deal earlier this year with the Calgary company’s founder, Nikos Tiginagas.
"The owner of the place said, ‘We’ll give the extension,’ then (Gibbons) said, ‘Yeah, we’ll give you the extension if you give us six per cent of your sales and $25,000 a location," Tzaneteas said.
So, instead, the Halifax operation is changing its name to ela! Greek Taverna.
"Ela in the Greek language is one of the most endearing invitations," Tzaneteas said. "It’s an invitation to come eat, come dance with me, come have a drink with me. . . . The translation of ‘Opa’ is really like yahoo."
The Halifax restaurant group discovered the name problem when it applied for a trademark on the name in preparation for expanding outside the province.
"They had registered their (name) in 1999 and we had registered ours in 2000," Tzaneteas said of the Calgary Opa outfit.
With plans to open restaurants in St. John’s, N.L., Charlottetown, Moncton and Saint John, N.B., they abandoned the trademark spat and decided on ela.
"Some would-be franchises, others are in like a partnership agreement situation where we would remain partners," Tzaneteas said.
"We’re really still in the infancy stages of this."
The Moncton location, expected to cost $1.1 million to buy a property and set up, should open within 10 months, he said.
"We’re looking at some real estate in downtown Moncton that we’ve made an offer on."
All told, he suspects the trademark fight, changing signage and rebranding the new name will cost about $50,000.
"We’re sad to see our old name (go), but at the end of the day, it’s not the name that makes the place, it’s the place that makes the name," Tzaneteas said.
"We’re still going to have the great food, the great service, the great atmosphere. People are going to know that it’s us, the same owners. Nothing has really changed."
People will still break plates and yell "Opa," at the Halifax restaurant, he said.
"We’re never going to stop," Tzaneteas said. "That it a Greek word that is in our vocabulary. It’s part of who we are. Nobody can take that away from us."
There is not so much plate-smashing going on at the Calgary-based chain, which locates its restaurants in food courts and strip malls.
"We yell, ‘Opa,’ " Gibbons said. "Hard to break Styrofoam, though, isn’t it?"
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