'To deprive anyone of saying 'Taco Tuesday' - be it Taco Bell or anyone who provides tacos to the world - is like depriving the world of sunshine itself,' the Taco Bell filing reads.
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.
"Taco Bell believes 'Taco Tuesday' is critical to everyone's Tuesday. To deprive anyone of saying 'Taco Tuesday' - be it Taco Bell or anyone who provides tacos to the world - is like depriving the world of sunshine itself," the Taco Bell filing reads. Actively defending a trademark is key to maintaining claim to it, and the letter was just one example of Taco John's telling restaurants far and wide that nobody else may use "Taco Tuesday."
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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