The taco chain filed a petition Tuesday with the US Patent and Trademark office to cancel the trademark, owned by rival Taco John’s for 34 years, because Taco Bell claims the commonly used phrase “should be freely available to all who make, sell, eat and celebrate tacos.” Since Taco John’s owns the trademark, other restaurants and companies must seek permission to use “Taco Tuesday” in branding and advertising.
“Over the years we’ve certainly asserted our trademark against national companies, restaurants big and small, and even pharmaceutical companies,” former Taco John’s marketing executive Billie Jo Waara said in a 2016 interview. “We also recognize that the unauthorized use [of Taco Tuesday] is prolific, and we do our best to communicate ownership.” “Taco Bell has not reached out to us, so we have no comment on any possible trademark action,” Taco John’s said in a statement.
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