Declaring a mission to liberate “Taco Tuesday” for all, Taco Bell is asking U.S. regulators to force Wyoming-based Taco John’s to abandon its longstanding claim to the trademark.
Too many businesses and others refer to “Taco Tuesday” for Taco John’s to be able to have exclusive rights to the phrase, Taco Bell asserts in a U.S. Patent and Trademark Office filing that is, of course, dated Tuesday.It’s the latest development in a long-running beef over Taco Tuesday that even included NBA star LeBron James making an unsuccessful attempt to claim the trademark in 2019.
The chain’s relatively small size hasn’t discouraged big-time enforcement of “Taco Tuesday” as trademark, which dates to the 1980s. In 2019, the company sent a letter to a brewery just five blocks from its corporate headquarters, warning it to stop using “Taco Tuesday” to promote a taco truck parked outside on Tuesdays.
Taco John’s responded to Taco Bell’s filing by announcing a new two-week Taco Tuesday promotion, with a large side of riposte. Yet “Taco Tuesday” has such widespread use and recognition these days — as a generic way of promoting tacos on a specific day of the week — that Taco John’s still can’t claim exclusive ownership, Taco Bell claims in its filing.
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