Taco Bell has won a long-running bid to drop the “Taco Tuesday” trademark that a smaller chain has owned for decades.
The win – announced by the chain on Tuesday – comes after New Jersey-based Gregory’s Restaurant and Bar relinquished registration of its trademark slogan.
Previously, restaurants in the Garden State couldn’t use the term to promote Tuesday specials without fear of cease-and-desist letters — leaving all 49 other states free to use the term as public domain.
The lengthy quest by the fast-food company — which “believes that ‘Taco Tuesday’ belongs to everyone who makes, sells, eats and celebrates tacos” — caused Wyoming-based Taco John’s to relinquish a trademark it owned in 49 states, for 34 states. year, in July.
Gregory’s owner, aptly named Gregory Gregory, proved harder to convince – but a costly campaign by the $33 billion company, with even LeBron James joining their calls to declassify the term, has now proven successful.
Taco Bell has won a long-running bid to drop the “Taco Tuesday” trademark that a smaller chain has owned for decades
The win – announced, of course, by the chain on Tuesday – comes after New Jersey-based Gregory’s Restaurant and Bar relinquished registration of its trademark slogan
The chain announced the development of the months-long campaign — which began in May with a petition to the U.S. Patent and Trademark Office — in a post on its website.
It read: “Taco Tuesday is officially owned by everyone who makes, sells, eats and celebrates tacos, after Gregory’s Restaurant and Bar of New Jersey relinquished its trademark registration.
“Earlier this year, Taco Bell embarked on a bold journey to give Taco Tuesday back to everyone by filing legal petitions to cancel its two existing trademark registrations.
“Today, that ambitious goal has been achieved as Gregory’s Restaurant and Bar has retired from its Taco Tuesday trademark registration for its 50th state, allowing New Jersey businesses and residents to fully celebrate the best day of the week.
“This epic milestone comes shortly after Taco John’s relinquished their trademark registration for the 49-state term earlier this summer,” the company said.
To celebrate, the fast-food company promised customers a free Nacho Cheese Doritos Locos Tacos via the Taco Bell app on November 21, a Tuesday — a promotion that didn’t require a purchase.
“New Jersey Rewards members should monitor their app inbox for more details!” the restaurant said.
The lengthy quest by the fast-food company — which “believes that ‘Taco Tuesday’ belongs to everyone who makes, sells, eats and celebrates tacos” — caused Wyoming-based Taco John’s to relinquish a trademark it owned in 49 states, for 34 states. year, in July
Previously, restaurants in the Garden State couldn’t use the term to promote Tuesday specials without fear of cease-and-desist letters — leaving all 49 other states free to use the term as public domain
It comes after Gregory’s Restaurant and Bar co-owner Gregory Gregory claimed fast food conglomerate ‘made them look bad’ during a free taco giveaway in August across the country – except New Jersey
A trademark attorney who spoke to CNN cited that if Gregory had not thrown in the towel, Gregory’s legal fees could have exceeded $100,000 — an amount he labeled an “extreme burden to bear for any small company’. The restaurant has been in his family for five generations
The offer comes after Gregory, co-owner of Gregory’s Restaurant and Bar, claimed that fast food conglomerate “made them look bad” during a free taco giveaway in August across the country – except New Jersey.
In his own statement Tuesday as part of Taco Bell’s announcement, he previously referred to his 41-year-old establishment as “home of the original Taco Tuesday” — a slogan he has now had to abandon.
He wrote to Taco lovers who have been following the saga over the past six months: “Taco Tuesday has always been a source of pride for my family and our restaurant, but we recognize that Taco Tuesday is widely celebrated and embraced beyond our four walls .’
In his surrender speech, he added, “We are excited to share Taco Tuesday with the entire New Jersey community and while we have relinquished the trademark registration, you can rest assured that Taco Tuesdays will always be at Gregory’s will live on.’
A trademark attorney who has spoken CNN shortly afterwards, he mentioned how, had he not thrown in the towel, Gregory’s legal fees could have exceeded $100,000 – an amount he labeled “an extreme burden for any small business to bear.”
Others touting the win included Sean Tresvant, Taco Bell’s chief global brand and strategy officer, who would recently become the food company’s CEO.
He recalls, “When we set out to liberate Taco Tuesday, we did it for everyone who makes, sells, eats and celebrates tacos.
“Taco Bell wants everyone to have the opportunity to celebrate Taco Tuesday, including Gregory’s Restaurant and Bar,” the executive added.
In May, Lakers star Lebron James starred in an ad meant to highlight the absurdity of the off-limits nature of “Taco Tuesday” — saying, “Everyone should be able to say and celebrate Taco (BLEEP).” Every time the athlete said the word “Tuesday” the censor came
With the bid out of the way, the removal of the legal barriers that previously hindered Taco Tuesday at more than 25,000 restaurants in the Garden State “heralds a new era for restaurants across the country,” Taco Bell said. Gregory’s Restaurant and Bar can be seen here
“Thanks to Gregory’s decision to waive the trademark registration, New Jersey businesses and fans can enjoy Taco Tuesday to the fullest, effective immediately.”
Now that the bid is out of the way, removing the legal barriers that previously hindered Taco Tuesday at more than 25,000 restaurants in the Garden State “heralds a new era for restaurants across the country,” according to representatives for the 61-year-old chain.
“Now taco shops large and small can call Taco Tuesday to their customers however they see fit, without fear of legal repercussions.
“Taco Tuesday officially belongs to everyone, from Taco Bell to Taco John’s to Gregory’s Restaurant and Bar to your favorite local taco spot.”
The earliest documented use of the phrase Taco Tuesday is a 1971 newspaper advertisement for a restaurant in Spokane, Wash.
In May, Lakers star James starred in an ad designed to highlight the absurdity of the off-limits nature of “Taco Tuesday” — saying, “Everyone should be able to say and celebrate Taco (BLEEP).”
In the ad, which quickly went viral, Taco Bell censored James every time he said “Tuesday.”