Taco Tuesday: Celebrations, Origins, and the Curious Story behind the Legal Battle

Carne asada taco, seafood taco, crispy taco, and also 'Al Pastor' taco. There are so many types of tacos, with variations in fillings, colors, and tortillas. But they have only one special day. Every week, cities across the United States embrace the Taco Tuesday tradition, showcasing the growing love for Latin American food.

On Tuesdays, more and more people eagerly indulge in tacos and other Mexican-inspired dishes, with many restaurants serving up sweet deals to make Tuesday nights a bit more special.

The buzz around Latin American food makes perfect sense, considering Latinos make up about 20% of the U.S. population. No wonder we see a bunch of different Latin food spots popping up, and interestingly, tortillas are outselling the usual burger and hot dog buns.

Now, here's a twist in the Taco Tuesday tale – there's been a bit of a legal tussle over its trademark in recent years. The term has been in a legal showdown to settle who really owns the rights to it.

The Legal Battle over Taco Tuesday

In 2023, Taco Bell successfully secured the 'Taco Tuesday' trademark, allowing any restaurant in the US to use it. The franchise had submitted legal petitions aiming to invalidate the last two existing trademark registrations for the phrase in the US.

A significant win came in July when Taco John's, a small regional chain from Wyoming, abandoned its trademark in 49 states to avoid the expenses of a prolonged legal dispute, according to an article on The Caterer.

The feature adds that, on October 20, the only remaining entity holding the trademark, Gregory's Restaurant and Bar in Somers Point, New Jersey, relinquished it after more than 30 years.

The Origins of Taco Tuesday

The origins of Taco Tuesday can be traced back several decades, originating in the 1980s when an owner of a Taco John's restaurant introduced the term "Taco Twosday." This innovative move aimed to promote a special deal of two tacos for 99 cents on the slowest day of the week. The success of this concept prompted the owner to share it with fellow franchisees.

As time progressed, the name underwent a metamorphosis, evolving into the now widely familiar "Taco Tuesday." In 1989, the chain took a significant step by officially trademarking the phrase, seamlessly incorporating it into its overarching marketing strategy. Since then, Taco John's has remained vigilant in safeguarding the exclusive use of the term, proactively issuing cease-and-desist letters to individuals or entities attempting to utilize it without proper authorization.

The Spirit of Taco Tuesday

As per TacoTuesday.com, a platform owned by a restaurant group in southern California that chronicles these promotions, possessing the trademark for "Taco Tuesday" in the present day is akin to owning terms such as "happy hour" or "Sunday brunch."

The website captures the essence of Taco Tuesday, expressing, "We firmly believe that it's the small joys in life that truly count; sharing a delightful meal with your favorite people is undeniably one of life's simple pleasures, and doing it every Tuesday just enhances the quality of life."