Operations

Wisconsin pizza trademark dispute ends with name change

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July 30, 2026

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Two Wisconsin pizzerias have reached a "collaborative resolution" in their a recent trademark dispute over the brands' names, according to a WBAY report.

Wild Tomato Pizza in Sister Bay and Fish Creek will continue using its "Wild" brand identity. Meanwhile, Wild Man Pizza in Sturgeon Bay is changing its name to Ooluru Pizza.

According to a statement from Wild Tomato, the Wild Man owners said Ooluru Pizza "is a better reflection of the business and its future direction."

In March 2025, Wild Tomato Pizza sent a cease-and-desist order to Wild Man Pizza and Barbecue, believing their branding was too similar.

Wild Tomato then filed a federal trademark infringement lawsuit in April 2025.

Wild Tomato said in an announcement that the pizzerias agreed there is no place for social media attacks and amidst claims of defamation, harassment, threats or personal attacks. After reviewing online comments, the pizzerias stated that as business owners they need to be leaders in positive and constructive discussions.

"We are a united Door County community of local businesses, and we will always work together to ensure a positive environment and outcome for all parties," Wild Tomato's statement said

The statement concluded: "Wild Tomato Pizza and Ooluru Pizza appreciate the opportunity to move forward with mutual respect and wish one another continued success."