Australian burger chain Grill’d is considering legal action against Australian hardware group Mitre-10 over use of the name Grill’d for a new line of barbecue being marketed through Mitre10 stores.

Grill’d founder Simon Crowe said he had been engaged in talks with Mitre10 group for several months regarding the use of the name but the parties had failed to reach an agreement over an alleged infringement of the trademark and a further claim of misleading and deceptive conduct under Section 52 of the Trade Practices Act.

Mitre10 has denied all allegations of  infringement and released a statement saying “We have legally and correctly applied to register our brand of barbecues with the Australian Trademarks Office”.

The Grill’d burger group meanwhile has used its official Grill’d Facebook page on the internet to appeal to consumers not to be confused by usage of the similar brand by Mitre10, with mention of consumers responding directly through Facebook and Twitter.

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