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Taco Bell Bullies Taco Johns to abandon “Taco Tuesday” trademark

In a notable development, Yum Brands’ Taco Bell emerged triumphant on Tuesday in its mission to “liberate” the widely-used phrase “Taco Tuesday.” This came as competing fast-food chain Taco John’s informed the US Patent and Trademark Office (USPTO) that it would relinquish its federal trademark for “Taco Tuesday.”

Taco Bell had filed a request with the USPTO in May, urging the cancellation of the trademark, deeming it a common phrase that Taco John’s had unfairly monopolized within the restaurant industry.

Taco John’s CEO, Jim Creel, expressed, “We’ve always prided ourselves on being the home of Taco Tuesday, but paying millions of dollars to lawyers to defend our mark just doesn’t feel like the right thing to do.” Creel announced that the Wyoming-based chain would redirect its efforts by donating $100 from each of its nearly 400 locations to a nonprofit organization aiding restaurant workers in crisis. He also challenged Taco Bell to follow suit.

According to Yum Brands’ website, Taco Bell boasts over 7,200 locations across the United States. As of now, representatives from Taco Bell have not responded to requests for comment on the recent filing.

Taco John’s previously held the right to use the “Taco Tuesday” name in commerce nationwide, except for New Jersey, where it remains the property of Gregory’s Restaurant & Bar located in Somers Point.

However, a separate challenge filed by Taco Bell against that specific trademark is still pending. Co-owner Gregory Gregory of Gregory’s Restaurant & Bar stated to Reuters that they have no intention of relinquishing their trademark and expressed surprise at Taco John’s hasty abandonment of their mark.

Taco Bell publicized its petitions to cancel the “Taco Tuesday” trademarks as part of a strategic marketing campaign, citing a desire to “liberate the phrase for restaurants nationwide.”

In response, Taco John’s informed the USPTO last month that Taco Bell’s motives were solely driven by a desire to sell more tacos, clarifying that their mark did not hinder any entity from advertising and selling tacos on Tuesdays.

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Ruben Jay
Ruben Jay
Ruben Jay is an American broadcaster, media blogger, and podcast host. Currently, Ruben is the President of MultiMediaMouth.com and the executive producer and host of the popular podcasts You’re My Best Friend and ON AIR with Ruben Jay, exclusively on MultiMediaMouth.com. Follow Ruben on Instagram, Twitter, and Tiktok @TheRubenJay.

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