A North Jersey convenience store that looks awfully similar to Wawa on the outside — but not on the inside — has found itself in court opposite of the popular Delaware County-based convenience-store chain.

Even though the Dawa Food Mart is named for the word “welcome” in its owner’s native tongue, Korean, the similarities are an unwelcome infringement of Wawa’s trademark, according to a South Jersey Courier-Post column by Jim Walsh.

Following attempts “on multiple occasions to resolve this matter privately and amicably,” spokeswoman Lori Bruce said, Wawa has taken the matter to federal court on the basis of trademark infringement for allegedly leeching off Wawa’s renowned reputation.

“We have an obligation to protect consumers from any likelihood of confusion … and to protect the brand name, goodwill, and reputation that we’ve worked so hard to build over the past 50 years,” Bruce said.

Wawa brings with it previous lawsuit successes against Wawa Tours and Wawa Games.

“We wish them nothing but success,” she said. “Just without our name included.”

Read more about the Wawa dispute against Dawa in the South Jersey Courier-Post here, and check out previous DELCO Today coverage of the local company here.