Imapizza, LLC v. at Pizza Limited

CourtDistrict Court, District of Columbia
DecidedSeptember 24, 2018
DocketCivil Action No. 2017-2327
StatusPublished

This text of Imapizza, LLC v. at Pizza Limited (Imapizza, LLC v. at Pizza Limited) is published on Counsel Stack Legal Research, covering District Court, District of Columbia primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Imapizza, LLC v. at Pizza Limited, (D.D.C. 2018).

Opinion

UNITED STATES DISTRICT COURT FOR THE DISTRICT OF COLUMBIA

IMAPIZZA, LLC,

Plaintiff, v. Civil Action No. 17-2327 (TJK) AT PIZZA LIMITED et al.,

Defendants.

MEMORANDUM OPINION AND ORDER

Plaintiff IMAPizza, LLC (“IMAPizza”) operates a chain of pizza restaurants under the

name “&pizza.” Defendants—a company called At Pizza Limited (“At Pizza”) and its alleged

owners, Bhasker Dhir and Rupert Lyle—plan to operate a similar pizza restaurant called

“@pizza.” IMAPizza is understandably upset, and thinks that Defendants have improperly

coopted the name and design of its restaurants.

But there’s a catch: all of IMAPizza’s restaurants are located in the Eastern United States,

while Defendants’ restaurant is located in Scotland. Defendants have filed a motion to dismiss

(ECF No. 18) on a variety of grounds, most of which reflect the same general argument:

IMAPizza has improperly brought this lawsuit in an American court and (mostly) under American

law, while it should have been brought in the United Kingdom under that country’s laws.

As is explained below, the Court largely agrees with Defendants. To the extent that

IMAPizza brings claims under federal law, it improperly seeks to apply our laws to conduct that

occurred overseas. The one claim it brings under District of Columbia law (alleging that

Defendants trespassed by entering &pizza restaurants) is meritless. Those claims will be

dismissed. The Court will also order the parties to brief whether the remaining claim (under

United Kingdom law) should be dismissed under the doctrine of forum non conveniens. Finally, IMAPizza will also be required to submit an affidavit with sufficient facts to

establish its citizenship for diversity purposes.

Factual and Procedural Background

IMAPizza, from its headquarters in the District of Columbia (the “District”), operates a

restaurant chain called &pizza in the District and other locations in the Eastern United States.

Compl. ¶¶ 6, 11. 1 “&pizza is an anti-establishment establishment” that prides itself on its

“creative pies and craft beverages, localized shop design, and the strength, unity and vibe of its

living-wage-paid, ampersand-tattooed” employees. Compl. ¶ 12.

IMAPizza claims that its “trademarked name” is just one aspect of its “unique

commercial impression.” Id. ¶ 13. &pizza has other distinctive features as well, such as “an

elongated oval skinny pizza design,” “elongated rectangular skinny boxes,” “slogans that include

‘LOVE&pizza’ and ‘YOU&pizza,’” a set of “four core values,” and employees that are referred

to as its “Tribe.” Id. ¶¶ 15-16. IMAPizza has also submitted copyright applications for the

“architectural and interior design plans” of its restaurants, “including the layout, and look and

feel of its locations.” Id. ¶ 35.

Lyle and Dhir reside in, and are citizens of, the United Kingdom. Id. ¶¶ 8-9. According

to IMAPizza, they are “controlling owner[s] and director[s]” of At Pizza, the corporate entity

(organized under the laws of the United Kingdom) through which they operate the @pizza

business. Id. ¶¶ 7-10.

1 In considering the instant motion, the Court has considered all relevant parts of the record including: ECF No. 1 (“Compl.”); ECF No. 18 (“Defs.’ Br.”); ECF No. 29 (“Dhir Decl.”); ECF No. 29-1 (“Lyle Decl.”); ECF Nos. 20-1 to 20-8 (exhibits to Lyle Declaration); ECF No. 23 (“Pl.’s Opp’n”); ECF No. 23-1 (“Wagner Decl.”); ECF No. 23-2 (“Wagner Decl. Ex. 1”); ECF No. 26 (“Defs.’ Reply”); ECF No. 37 (“Pl.’s Surreply”). The Court has considered the parties’ affidavits and other materials outside the pleadings only when evaluating personal jurisdiction.

2 After “tour[ing] a number of &pizza locations in Washington, D.C.,” Lyle allegedly

“[r]ealiz[ed] the uniqueness of &pizza’s restaurant chain” and decided to copy it. Id. ¶ 17. In

October 2015, Lyle incorporated a private limited company called “& Pizza Limited” under the

laws of the United Kingdom. Wagner Decl. Ex. 1, at 3-9. In June 2016, he renamed the

business At Pizza. Id. at 10-12. IMAPizza alleges that Dhir, at Lyle’s direction, also “took

numerous trips to visit the Washington, D.C. locations of &pizza” to study the restaurants.

Compl. ¶ 17. During their visits, Lyle and Dhir allegedly “entered into &pizza’s Washington,

D.C. locations masquerading as customers, took extensive pictures (not identifying themselves as

the competition), accessed all parts of the restaurant that they could to observe its design, and

returned to Scotland, U.K. with this copyrighted information.” Id. ¶ 25. They also downloaded

photographs of &pizza restaurants from websites operating on servers located in the United

States, including “yelp.com” (a restaurant review website) and “flydulles.com” (the website for

the Dulles International Airport). Id. ¶ 39. IMAPizza claims that these downloads included “at

least three pictures for which [IMAPizza] owns the copyrights in the pictures themselves (in

addition to the architectural and interior designs they depict).” Id. ¶ 40.

For their part, Lyle and Dhir describe their travel to the United States somewhat

differently in declarations they have submitted. Lyle admits that he was inspired by American

restaurants like &pizza to start his own pizza business, but claims that he came across the

restaurant by happenstance during a family vacation in July 2015—which was the only time he

visited an &pizza restaurant. See Lyle Decl. ¶ 5. He denies having instructed Dhir to visit the

United States. Id. ¶ 12. For his part, Dhir admits to having visited the United States once, in

August 2017, as part of his research for the opening of @pizza. Dhir Decl. ¶¶ 8, 10. He claims,

however, that he visited many different restaurants in two different cities during the trip, and was

3 not fixated on &pizza. Id. ¶¶ 8-9. He also claims that he took pictures only for “purely

personal” reasons, to “look for new ideas” for home-cooked meals with his family. Id. ¶ 9.

IMAPizza claims that Lyle and Dhir used the information they gathered to create

“copycat” restaurants “possessing the same look and feel” as &pizza. Compl. ¶ 25. In designing

@pizza, they “copied &pizza’s architectural and interior designs.” Id. ¶ 38. They also copied

other distinctive features of &pizza, such as the oval shape of the pizza, &pizza’s slogans, and

“the promotion of its staff as ‘the Squad’ or ‘the Pack’” (similar to &pizza’s “Tribe”). Id. ¶ 53.

And they chose a trademark, @pizza, that was extremely similar to &pizza. Id. Dhir and Lyle

also allegedly used photographs of &pizza (including the three photographs for which IMAPizza

owns the copyrights) in a “marketing deck circulated by @pizza to its business partners,”

effectively passing off &pizza’s unique designs as their own. Id. ¶¶ 26-29. (Dhir and Lyle claim

that they used this document, which they describe as a “mood board,” only “during the

recruitment of a General Manager” and never for marketing purposes. Lyle Decl. ¶ 11; Dhir

Decl. ¶¶ 5-7.) When IMAPizza demanded that Defendants cease and desist from this conduct,

they refused. Compl. ¶¶ 30-31. In fact, they responded that Lyle or Dhir “would be personally

escorting their general manager to Washington, D.C. so he or she could also carefully observe

&pizza’s design, operation and marketing.” Id. ¶ 32. As of the filing of the complaint,

Defendants planned to launch the first @pizza location in November 2017 in Edinburgh,

Scotland. Id. ¶ 33.

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