Taco Bell enthusiasts can rejoice, as the beloved fast-food chain has successfully acquired its own national holiday following a legal dispute with Taco John’s, a Wyoming-based competitor that previously held the ‘Taco Tuesday’ trademark.
Taco Bell argued that the term ‘Taco Tuesday’ was so widely used by various establishments that it shouldn’t be a trademarked phrase exclusive to Taco John’s.
In a filing with the US Patent and Trademark Office, Taco Bell stated, “Taco Tuesday is essential to everyone’s Tuesday. To prevent anyone from using ‘Taco Tuesday’ — be it Taco Bell or any other taco provider — is akin to robbing the world of sunshine.”
The trademark dispute unfolded further, with Taco John’s defending its ownership while launching a two-week taco promotion in May 2023. CEO Jim Creel of Taco John’s remarked:
“I’d like to express my gratitude to our talented competitors at Taco Bell for reminding everyone that the true celebration of Taco Tuesday belongs at Taco John’s.
“We cherish celebrating Taco Tuesday with taco enthusiasts everywhere, and we want to extend a special invitation to Taco Bell fans to come and discover how flavorful and bold our tacos are at Taco John’s throughout the month.”
Taco Bell triumphed in the legal skirmish and can now celebrate Taco Tuesdays.
Ultimately, Taco Bell emerged victorious, and ‘Taco Tuesday’ was officially recognized on the National Day calendar.
“For years, we celebrated National Taco Day on October 4, but it always felt like there was a larger opportunity to connect it with something special—Taco Tuesday,” commented Marlo Anderson, founder of National Day Calendar.
“Thanks to Taco Bell’s efforts, we are thrilled to officially shift National Taco Day to the first Tuesday in October, creating the ultimate Taco Tuesday celebration,” Anderson added. “This goes beyond just moving a date; it’s about uniting taco lovers in a greater way, and we couldn’t be more excited!”
Taco Bell shares this enthusiasm over the decision, as Chief Marketing Officer Taylor Montgomery expressed: “When we liberated Taco Tuesday last year, we did it for all who make, sell, eat, and celebrate tacos. However, we knew we couldn’t just stop there.
“With National Taco Day approaching, it felt unnatural for it not to fall on a Tuesday. Being some of the most passionate advocates for Taco Tuesday, we recognized the necessity to permanently designate the holiday, allowing taco makers and lovers to celebrate in an even bigger and better manner every year.”
It’s worth noting that Taco Tuesday isn’t the only national holiday generating excitement among customers.
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