Little Chihuahua Lifts TCB Courier's Logo in Search of Mission Cred, Still Hawks Boring Mexican Food

With the Lower Haight and Noe Valley-based Mexican restaurant already two weeks into their arrival on the “hot” Valencia Street corridor, we're only now realizing that their 'edgy' rebrand for the Mission looks eerily familiar to Mission-born TCB Courier's.  We can only assume the Chipotle-esque chain paid a marketing firm good money to create a brand that “captures” the spirit of the neighborhood, but they accomplished that goal in the lamest way possible.

It's worth noting that TCB's logo itself is an update of the New York Hardcore insignia (and, by extention, every other logo made ever), albeit a much more creative—and appropriate—refresh (especially considering TCB, at the very least, meets the very minimum requirement for “hardcore” and Little Chihuahua makes 8 different varieties of tostada salads with lime-cilantro salad dressing. But, I digress…).

Anyway, I'm sure we can look forward to some backpedalling from “TLC” in the near future.

[TLC signage photo by bubbletea1/Eater SF]

Comments (30)

Hold on a minute… I have no comment on the sign but I cannot, in good conscience, allow you to continue slagging Little Chihuahua’s food. Like anyone else in our fair (and today fairly wet) city I eat my share of burritos, usually alternating between Papalote, Little Chihuahua (on Divis) and Farolito. I would hold up LC’s garlic shrimp burrito against any others in the city. “Boring”? Meh… what makes Mexican food edgy anyway?

Hold it up all you want but you deserve to have that shit smacked out of your hand if you think garlicky shrimps are the standard that should be used to judge burritos.

I meant other shrimp burritos, not all burritos. As with anything it’s all a matter of preference and I prefer those. And you’ll keep your grubby little paws away from my food thankyouverymuch.

That style of “logo” has been used one too many times


Am I the only one who thinks of frozen yogurt every time someone mentions TCB Courier?

Nope, definitely not. Same here.

You might as well throw Southern Pacific’s logo in there as well.

The biggest problem with the new little chihuahua is the lack of nachos and the lack of chairs with suns. Is this 3 store chain run by some large company like Chipotle that I don’t know about or is it a problem that they are successful enough to have 3 stores? TCB Courier has three zones, that is sounding a little too large for me.

Exactly. Sounds like we have some Mission “purists” who think it’s not a burrito unless it’s a bean-and-cheese bought on Mission Street at 1 a.m. while drunk. In 1991.

NYHC stole the logo from SF bluegrass band Beauty Operators
Note spelling is “hock”, not “hawk”.

Wrong on both accounts:

1. NYHC has been around for 25+ years, whereas the Beauty Operators have been around since 2009.
2. Hawk (verb): (1.) to peddle or offer for sale by calling aloud in public. (2.) to advertise or offer for sale: to hawk soap on television. (3.) to spread (rumors, news, etc.).

I tried to hock some boring Mexican food, but Mission Pawn didn’t want it.

I’m pretty sure the DC HC logo predated the NY version.


\ d /
h . c
/ c \

Go Teen Idles, GIs, SOA, Black Market Baby, and the Bad Brains

Richmond had one too
\ R /
H . C
/ VA \

But Frisco looks the best

\ H /
S . F
/ C \

Who knew that a small city in Texas had their own hardcore scene? Kudos, Frisco!

I know quite a few black dudes(and I triple honest swear i’m not racist since I know black people) that refer to the City as Frisco. They were born and raised here. Does that make them wrong? If it irritates you when they(black dudes) say Frisco does that mean you’re racist? If I caught mommy kissing Santa Claus last night does that mean he’s now my new daddy? And if he’s not my new daddy, will you?

Yes, it makes them wrong.

Um… have you actually tried Chihuahua’s food? Because if the mission version is anything like the lower haight version, it rips ½ of the mexican joints in the Mission to shreds. Without the food poisoning. Or the need to be thoroughly intoxicated before ingesting. Don’t even get me started about the chipolte reference- if you really think a 3-store SF mexican joint is akin to Chipolte, the McDonalds of Mexican, you need your pretentious prick of a head examined. And the marketing? Who cares? I guess it was a slow news day….

Yes, the logo sucks. But the fact is that almost all logos suck. In fact, the whole notion of logos pretty much sucks the bag. It’s just another form of corporate branding, and fuck that shit.

As far as Little Chihuahua on Valencia Street goes, the problem is not Little Chihuahua - the problem is Valencia Street. Or, excuse me, the “Valencia Street Corridor”. You guys over there west of Mission lost your cred for the autenticos antijitos Mexicanos about 20 years ago when Luna Park opened up. Now you have Regalito and Tacolicious, and yet you compare Little Chihuahua to Chipotle. Perhaps you would be happier with a Valencia branch of Nopalito or Tropisueño? Cause they’re super authentic and White People approved! Please… if it weren’t for La Cumbre and El Buen Sabor, which are both pretty mediocre by Mission standards, the “Valencia Corridor” might as well be the Marina for all the difference I can see. So quit bitchin’ about just another excellent restaurant, it’s “lack of authenticity”, and it’s “copycat logo”. Sheesh, you shouldn’t be skipping class anyways.

I strongly disagree about El Buen Sabor - I think they’ve got the best burritos on Valencia Street, hands down. Not at all what I would call mediocre by Mission standards. Solidly in the top ⅓ of Mission taqueiras, I say.

I do, however, agree with the spirit of your post, and I vow to always go to El Buen Sabor over any other Mexican food on Valencia (not counting Puerto Allegre, of course).

If X logos have been around forever and TCB stole it anyway, who the fuck cares about TLC making one more?

A) who cares B) the food is good C) this why the Mission gets a bad rap D) who cares. TCB ripped off Elvis, who is the King of ripping off things, since that how all things are made. Go play in the rain folks.

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