Overview
- Little Caesars filed trademark applications for the phonetic nicknames “Liru Sisa” and “Liru Cisa” on October 15, 2019 and the Instituto Mexicano de la Propiedad Industrial authorized them on January 28, 2020.
- The registrations reentered public view in late May 2026 after social users circulated a screenshot of IMPI records and Mexican outlets reported the filings.
- Holding IMPI registrations gives Little Caesars legal tools to stop imitator restaurants, unauthorized merchandise, or confusing commercial uses of those slang forms inside Mexico.
- The nicknames began as user-created slang on platforms such as TikTok, Facebook and X and became common ways Mexicans refer to the chain, a shift helped by Little Caesars’ expansion in Mexico since 2006.
- Experts and outlets say the move reflects a wider practice of brands formally protecting consumer-born expressions so they can defend reputation or deploy the terms in future marketing.