“Taco Tuesday” belongs to the world now. Anyone can use the phrase, and anyone can celebrate it.
On 18 July, the Taco John's restaurant chain announced that it will abandon the "Taco Tuesday" trade mark and end a legal battle against the other taco chains led by Taco Bell that sought to free the famous phrase.
Taco John's has owned the trade mark in the US since 1989, in all states except New Jersey (where it is owned by a local restaurant, Gregory’s). Taco Bell filed a challenge with the US Patent and Trademark Office urging the office to cancel the trade mark so that it is "freely available to all who make, sell, eat and celebrate tacos" and launched a fierce campaign, with the visible face of Lakers star LeBron James.
While Taco John's has dropped the trade mark fight, the company challenged Taco Bell and other competitors to invest the money earmarked for the trade mark dispute in the non-profit Children of Restaurant Employees (CORE), which provides financial assistance to restaurant workers when they or their family members face health problems.
"This is a shared victory with taco allies everywhere. Taco John's decision to join the movement and free Taco Tuesday means that countless businesses large and small, restaurants and taco vendors can now embrace, celebrate, and defend 'Taco Tuesday' freely," said Taco Bell CEO Mark King in a statement.
From now on, any restaurant in the United States, except in New Jersey (where Gregory’s is still resisting), can legally use the phrase "Taco Tuesday”. Happy Taco Tuesday to all of you!