Smashburger orders Smash and Wings in Bushey to change name

A small fully Halal burger joint will be forced to change its brand name after being threatened by an American international burger chain.

Smash and Wings in Bushey’s High Street will have to undergo a rebrand after receiving a trademark infringment notice from the UK branch of Smashburger.

Owners Haroon and Jessica Khan reportedly received the legal letter last year just nine months after launching their first food outlet.

“For these corporate giants to come along and crush that in one swift blow, it is gut-wrenching,” Haroon is reported to have said.

Having decided not to challenge the cease-and-desist order, the couple estimated that the overall rebranding process will set them back £10,000, it was reported.

Smashburger, which was established in 2007 and has seven UK branches, has also apparently targeted other businesses including Smashed in Preston and The Colebrook Inn in Plymouth who had to rename their ‘Howey’s Smashed Burgers’ menu item.

A Smashburger spokesperson reportedly said that “we will only take legal action where it is necessary to do so in order to protect our trademarks”.