They say imitation is the sincerest form of flattery. But sometimes it results in litigation instead.

A new convenience store in Mexico that’s gone viral on social media for looking extremely similar to Texas’ beloved Buc-ee’s may find itself at the center of legal action.

Ramon Montelongo posted a photo on Facebook of a white building with red lettering above the front door saying “super mercado.” On either side of the door in the same red paint is “BUK-II’S” above a gopher with buckteeth wearing a red hat in front of a yellow circle background.

If you squint your eyes and tilt your head, it can be hard to tell the competing Buc-ee’s and “BUK-II’S” mascots apart.

Montelongo told MySA that the market is scheduled to be open for business within the next few days in Matamoros, Tamaulipas, a few minutes south of the Los Indios Free Trade Bridge that’s over the Rio Grande connecting the city to Texas.

He said the store will probably sell groceries like fruits, vegetables, possibly national and international beers. It wasn’t immediately clear what Montelongo’s affiliation with the store is.

Although social media got a kick off the Buc-ee’s dupe — commenting things like “When mom says we have Buc-ee’s at home,” “Why get brisket when you can get bistec,” and “Parking looks a tad scarce….” — one of the company’s lawyers had a different response.

Buc-ee’s general counsel Jeff Nadalo said in an emailed statement to The Dallas Morning News on Wednesday that their brand represents clean restrooms, freshly prepared good and great service.

“Buc-ee’s has invested heavily in innovation across the company to create and maintain these award-winning guest experiences,” he said. “Accordingly, Buc-ee’s will not stand as an idle spectator while others use without permission the intellectual property that Buc-ee’s has cultivated for decades.”

Buc-ee’s has 58 locations listed on its website across Texas, Alabama, Florida, Georgia, Kentucky, South Carolina and Tennessee.

The future of the Mexican off-brand Buc-ee’s remains unclear. But this is far from the company’s first run in with imposters.

In 2019, Buc-ee’s was alerted about a knockoff Buc-ee’s off a highway north of Amman, Jordan. A company spokesperson said Wednesday that the business in Jordan was successfully shut down for imitating the company’s logo.

Buc-ee’s founder Arch “Beaver” Aplin III created the beaver mascot based on his childhood nickname.

Buc-ee’s is known to be careful with its branding.

In December, a prank sign that promoted a Buc-ee’s coming to Highland Park puzzled passers-by, but Nadalo dispelled the rumors.

In June, an art installation called the “World’s Tiniest Buc-ee’s” appeared on the roadside along Highway 90 in Texas between Sanderson and Marathon. Nadalo leaned into the humor and said Buc-ee’s would send a cleaning crew to assure its bathrooms met company standards.

This also isn’t the first time a business in Mexico has created its own version of a major Texas brand.

Someone opened a Guataburger in Matamoros, according to a TikTok posted in 2022 by luisvazquez3317. The hamburger restaurant mimics Whataburger’s orange-and-white color scheme with alternating stripes.

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