In the case of counterfeiting, it must be difficult to protect the rights to the end. In order to protect their brand and intellectual property rights, catering enterprises must not tolerate counterfeiting. There are three main steps: (1) fix the evidence. Evidence should be collected through investigation and technical means, and sufficient evidence of infringement should be retained. (2)Safeguard rights in accordance with the law. Including lawyer consultation, administrative complaints, litigation channels and other ways. (3) Use the Internet and self-media channels. These products are great and consumers should know more about them. The Internet and self media channels are the "mouthpiece" of brand promotion. They will promote their brands, let consumers know you, recognize you, and let consumers help you fight counterfeiting.

Why are food and beverage brands' trademarks always vulnerable to counterfeiting? There are two main reasons:Food companies don't have a strong awareness of trademarks and branding, and they miss the opportunity to register their trademarks. Many food and beverage owners don't pay enough attention to their trademarks or brands and just want to do well in their business. As a result, when business is booming and you want to expand, you find out that your trademark has already been registered, even if the other party asks you to pay for the trademark, or if you simply knock off the fake trademark and turn the real one into a fake one. If you don't pay, then you'll have to change your brand and eventually your hard-earned brand will make wedding dresses for someone else.

The cost of counterfeiting is too low. It could also be argued that the cost of illegality is too low, hence many restaurant brand trademarks are counterfeited. The payoff isn't as high as the entrance fees charged by stores. Instead, the process of litigating and protecting the rights of restaurant companies is too long and complicated. With depositions, attorney-seeking and appeals underway, thousands of counterfeit-branded stores may have opened their doors.

As a result, many brands have largely given up on defending their rights. Examples include Guangzhou's Taiji Marinated Fish and Changsha's Chayan Yummy. In addition to not engaging in publicizing their numbers or official websites, they can only console themselves by writing "When we have the money, we will sue them" at the end of their receipts.