Taco Bell has won a lengthy bid to cancel the ‘Taco Tuesday’ trademark that a smaller chain has held for decades.
The win – announced by the chain on a Tuesday – comes after New Jersey-based Gregory’s Restaurant and Bar relinquished its registration of the trademark catchphrase.
Previously, restaurants across the Garden State could not use the term to promote Tuesday specials without fear of cease-and-desist letters – with all 49 other states free to use the phrase as public domain.
The drawn-out quest from the fast food company – who ‘believes ‘Taco Tuesday’ should belong to all who make, sell, eat and celebrate tacos’ – saw Wyoming-based Taco John’s relinquish a trademark it owned in 49 states, for 34 years, back in July.
Gregory’s owner, aptly named Gregory Gregory, proved harder to persuade – but a costly campaign from the $33billion company that saw even LeBron James join in their calls to free the phrase has now proved successful.
Taco Bell has won a lengthy bid to cancel the ‘Taco Tuesday’ trademark that a smaller chain has held for decades
The win – announced by the chain on a Tuesday, of course – comes after New Jersey-based Gregory’s Restaurant and Bar relinquished its registration of the trademark catchphrase
The chain announced the development in the monthslong campaign – started with a petition with the US Patent and Trademark Office in May – in a post to its website.
It read: ‘Taco Tuesday officially belongs to all who make, sell, eat and celebrate tacos following relinquishment of trademark registration by New Jersey-based Gregory’s Restaurant and Bar.
‘Earlier this year, Taco Bell set out on a bold journey to give Taco Tuesday back to all by filing legal petitions to cancel the two standing trademark registrations.
‘Today, that ambitious goal has been met, as Gregory’s Restaurant and Bar has parted ways with the Taco Tuesday trademark registration covering the 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 phrase covering 49 states earlier this summer,’ the company said.
To celebrate, the fast food firm promised customers a free Nacho Cheese Doritos Locos Tacos on November 21, a Tuesday, via the Taco Bell app – a promotion with no purchase necessary.
‘New Jersey Rewards Members should keep an eye on their app inbox for more details!’ the restaurant said.
The drawn-out quest from the fast food company – who ‘believes ‘Taco Tuesday’ should belong to all who make, sell, eat and celebrate tacos’ – saw Wyoming-based Taco John’s relinquish a trademark it owned in 49 states, for 34 years, back in July
Previously, restaurants across the Garden State could not use the term to promote Tuesday specials without fear of cease-and-desist letters – with all 49 other states free to use the phrase as public domain
It comes after the co-owner of Gregory’s Restaurant and Bar, Gregory Gregory, claimed that fast food conglomerate attempted them ‘look bad’ during an August giveaway of free tacos across the country – except for New Jersey
A trademark attorney who spoke to CNN cited how Gregory’s legal fees if he hadn’t thrown in the towel could have topped $100,000 – an amount he billed as ‘extreme burden to bear for any small business’. 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 attempted them ‘look bad’ during an August giveaway of free tacos across the country – except for New Jersey.
Entering his own statement Tuesday as part of Taco Bell’s announcement, he previously billed his 41-year-old establishment as ‘the home of the original Taco Tuesday’ – a tagline he has now been forced to abandon.
He wrote to Taco lovers who have kept up with the saga the last six months: ‘Taco Tuesday has always been a source of pride for my family and our restaurant, but we recognize Taco Tuesday is widely celebrated and embraced beyond our four walls.’
Addressing his surrender, he added: ‘We’re excited to share Taco Tuesday with the entire New Jersey community and though we’ve relinquished the trademark registration, you can bet Taco Tuesdays will live on at Gregory’s forever.’
A trademark attorney who spoke to CNN shortly after cited how Gregory’s legal fees if he hadn’t thrown in the towel could have topped $100,000 – an amount he billed as ‘extreme burden to bear for any small business.’
Others to praise the win included the Taco Bell’s Chief Global Brand and Strategy Officer Sean Tresvant, who was recently pegged to become the food firm’s CEO.
He recalled: ‘When we set out to free Taco Tuesday, we did it for all who make, sell, eat and celebrate tacos.
‘Taco Bell wants everyone to have the opportunity to celebrate Taco Tuesday, including Gregory’s Restaurant and Bar,’ the exec added.
Back in May, Lakers star Lebron James starred in an ad meant to highlight the absurdity of ‘Taco Tuesday’ being off-limits – in which he said, ‘Everyone should be able to say and celebrate Taco (BLEEP)’. The censor came every time the athlete said the word ‘Tuesday’
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 ‘hails a new era for restaurants nationwide,’ Taco Bell said. Gregory’s Restaurant and Bar is seen here
‘Thanks to Gregory’s choice to relinquish the trademark registration, New Jersey businesses and fans can fully enjoy Taco Tuesday, effective immediately.’
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 ‘hails a new era for restaurants nationwide,’ reps for the 61-year-old chain said.
‘Now, taco shops big and small can ring in Taco Tuesday with their patrons however they see fit without fear of legal repercussion.
‘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 Taco Tuesday phrase can found is a 1971 newspaper advertisement for a restaurant in Spokane, Wash.
Back in May, Lakers star James starred in an ad meant to highlight the absurdity of ‘Taco Tuesday’ being off-limits – in which he said, ‘Everyone should be able to say and celebrate Taco (BLEEP).’
The ad, which quickly went viral, saw Taco Bell censor James every time he said ‘Tuesday.’