In a surprising legal move, Chicken Licken has intensified its trademark enforcement efforts, targeting businesses that use the word “soul” in their branding.
The fast-food chain, which markets its fried chicken as “Soul Food”, has sent legal notices to several local and international businesses, arguing that the term “soul” is part of its trademark identity.
While the move has been criticized as overreaching, Chicken Licken insists that it is protecting its brand from imitation. The case has sparked debates about trademark law in South Africa, particularly concerning commonly used words.
