The story of bitter rivalry between New York’s iconic ice-cream brands and similar cases

The great battle for New York started with an unhappy franchise owner falling out of love. | Softee Photo by Susanne Jutzeler, suju-foto

Mister Softee is one of the most iconic ice cream brands in the United States, with its distinctive blue and white color scheme, cursive lettering, and bow tie-clad ice cream cone mascot. But what many people don’t know is that Mister Softee’s success led to the creation of a rival brand, New York Ice Cream, and a long-running feud between the two companies.

The story begins in 2013, when Dimitrios Tsirkos, a Mister Softee franchise owner in New York City, decided to leave the company and start his own business. Tsirkos called his new company Master Softee, and he used a logo and jingle that were very similar to Mister Softee’s.

Mister Softee quickly sued Master Softee for trademark infringement, and a judge ruled in Mister Softee’s favor in 2014. Tsirkos was forced to change the name of his company to New York Ice Cream, and he was also ordered to stop using the Mister Softee logo and jingle.

But the feud between Mister Softee and New York Ice Cream didn’t end there. In the years since the lawsuit, the two companies have been engaged in a bitter rivalry, with each company accusing the other of unfair business practices.

There have been reports of physical fights between Mister Softee and New York Ice Cream drivers, and there have also been allegations that New York Ice Cream has used intimidation tactics to try to drive Mister Softee trucks out of Midtown Manhattan.

The feud between Mister Softee and New York Ice Cream tells us that even the most iconic brands can be susceptible to stiff competition. And it’s also a reminder that the world of ice cream trucks can be a surprisingly cutthroat business.

Here are some additional details about the feud between Mister Softee and New York Ice Cream:

In 2016, a New York Times article reported that New York Ice Cream drivers would surround Mister Softee trucks in Midtown Manhattan and bang on the windows until they left.
In 2017, Mister Softee hired a private investigator who found that New York Ice Cream drivers were using intimidation tactics against Mister Softee employees.
In 2018, Mister Softee filed a new lawsuit against New York Ice Cream, alleging that the company was still using Mister Softee’s trademarks.

The feud between Mister Softee and New York Ice Cream is ongoing, and it’s unclear when it will end. But one thing is for sure: it’s a battle that’s sure to keep New York City’s ice cream lovers entertained for years to come.

Such kind of bitter rivalries between local food brands are not uncommon. We dug up some more such cases with two competing businesses in the food and beverage industry, having similar products and are locked in a battle for the long term.

Here are 3 similar cases of local brand rivalry like that between Mister Softee and New York Ice Cream:

Cubby’s vs. Portillo’s

Cubby’s and Portillo’s are two rival hot dog chains in the Chicago area. Both chains have been in business for over 50 years, and they both have a loyal following of customers. The rivalry between the two chains is fierce, and they have been known to compete for the same locations and the same customers. In recent years, Cubby’s has been expanding its menu to include more items, such as burgers and salads, in an effort to compete with Portillo’s. Portillo’s, on the other hand, has been focusing on its core product, hot dogs, and has been known to offer limited-time specialty hot dogs.

In-N-Out Burger vs. Whataburger

In-N-Out Burger and Whataburger are two rival fast food chains that are popular in the western United States. Both chains are known for their fresh, made-to-order burgers and their limited menus. The rivalry between the two chains is so intense that it has been called the “Battle of the Burgers.” Both In-N-Out Burger and Whatsaburger are known for their simple menu and its high quality ingredients. In-N-Out is known for its more unique items and Whataburger best known for its Texan classics. You will find quite a good number of articles and videos on the internet dedicated to comparing the burgers from these rival brands.

Dairy Queen vs. Culver’s

Dairy Queen and Culver’s are two rival fast food chains that are popular in the Midwest and the South. Both chains are known for their soft serve ice cream and their frozen treats. The rivalry between the two chains is so intense that we are calling it the “Battle of the Blizzards.” Dairy Queen is known for its signature Blizzard, which is a blended ice cream treat that can be topped with a variety of mix-ins. Culver’s is known for its Concrete Mixer, which is a similar treat that is made with custard instead of ice cream.

In all of these cases, the two brands are competing for market share in a relatively small geographic area. They are using a variety of tactics to try to gain an edge over their rival, including advertising, marketing, product innovation, and pricing. These rivalries have often been heated and intense, but they have also helped to drive innovation and competition in the respective industries.

If you know of similar cases of local brand rivalries, do let us know in the comments and we can feature them.

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The articles published under TLB Bureau are either written by our staff writers or are selected works from contributors who are featured by our publication and are published with permission of authors.