On the Site:


Taco Bell’s battle to free the ‘Taco Tuesday’ trademark is officially over

Oct 24, 2023, 11:49 AM

Taco Bell has won its fight over the “Taco Tuesday” trademark in all 50 states....

Taco Bell has won its fight over the “Taco Tuesday” trademark in all 50 states. (Shannon Stapleton/Reuters)

(Shannon Stapleton/Reuters)

(CNN) — Taco Bell has won its fight over the “Taco Tuesday” trademark in all 50 states now that lone holdout — a restaurant in New Jersey — has “parted ways” with the term.

The chain’s months-long efforts to cancel usage of the trademark ended Tuesday, with Taco Bell saying that its “ambitious goal has been met” after Gregory’s Restaurant and Bar in Somers Point, New Jersey, forfeited its trademark this week after more than four decades of owning it. Taco Bell didn’t reveal if a financial settlement was involved.

“The response we’ve seen over the last six months since taking action to free ‘Taco Tuesday’ is the exact reason we felt it was worth freeing it in the first place,” Taco Bell’s chief marketing officer Taylor Montgomery told CNN.

Taco Bell scored a significant win in July when Taco John’s, a smaller regional chain, abandoned its trademark registration in the other 49 states because it didn’t want to pay the legal fees that come with a fight against its larger rival. However, Gregory’s owners proved harder to persuade, and they said that Taco Bell made them “look bad” during an August giveaway of free tacos.

“For Gregory’s Restaurant and Bar, ‘Taco Tuesday’ brought a lot of pride over the past 40 years,” said co-owner Gregory Gregory. “Relinquishing the trademark registration doesn’t change that, but it does allow others in New Jersey the same opportunity to build their own traditions and help spread Taco Tuesdays throughout New Jersey.”

Taco Bell and Taco John’s drop their ‘Taco Tuesday’ fight

Forfeiting the trademark was the “right move,” according to trademark attorney Josh Gerben, who is not involved in the case. He told CNN that Gregory’s legal fees would’ve been “extreme burden to bear for any small business,” estimating it to be at least $100,000.

“In this case, the writing was on the wall,” Gerben said. “The chances that the Gregory’s could have successfully defended the cancellation action against the ‘Taco Tuesday’ mark were extremely low. Therefore, I am not surprised that the Gregory’s waived the white flag and surrendered its trademark registration.”

Gregory’s surrender marks the final hurdle of Taco Bell’s legal battle of eliminating the trademark from its two holders. The chain said it fought to cancel the trademark because the commonly used phrase “should be freely available to all who make, sell, eat and celebrate tacos.” The “full removal” of the legalities surrounding the “Taco Tuesday” trademark means that restaurants can use the term “without fear of legal repercussion,” Taco Bell said.

Taco Bell’s free ‘Taco Tuesday’ is happening everywhere but New Jersey

David Gibbs, CEO of Taco Bell’s parent company, Yum Brands, said in an August earnings call that the “campaign created massive brand buzz with engagement and mentions in one week for ‘Taco Tuesday’ liberation surpassing the entirety of the highly successful Mexican pizza relaunch last year.”

Sales at Taco Bell US locations open at least a year jumped 4% during the second quarter.

Taco Bell is giving New Jersey members of its app-based loyalty program free Doritos Locos Tacos on November 21 with no purchase necessary to celebrate the surrender of its smaller competitors.

The-CNN-Wire™ & © 2023 Cable News Network, Inc., a Warner Bros. Discovery Company. All rights reserved.

KSL 5 TV Live

Food & Recipes

Gourmandise's selection of desserts featured on their Thanksgiving holiday menu, available for take...

Mary Culbertson

Five of the most unique Thanksgiving specials in Salt Lake

The most unique Thanksgiving food in Salt Lake listed, linked, and featured for browsing and ordering pleasure.

11 days ago

A young David Bench pictured with his grandmother, who inspired him to see food and connection the ...

Peter Rosen

Growing memories: The philosophy of a memory care facility chef

David Bench, chef at a memory care facility, set up garden boxes, tends to bees an chickens in order to involve residents in the farm-to-table process.

1 month ago

Lawsuits claim that burgers from McDonald's, Burger King and Wendy's don't look as they appear in a...

Danielle Wiener-Bronner, CNN

Burgers and tacos don’t look like they do in ads. Lawsuits are trying to change that

When it comes to food advertising, what you see is rarely what you get. A flurry of recent lawsuits wants to change that.

2 months ago

FILE: McDonald's sign (Photo by Justin Sullivan/Getty Images)...

Associated Press

McDonald’s is saying goodbye to self-serve soda in the coming years

Say goodbye to refilling that Coke. McDonald’s is planning to eliminate self-service soda machines at its U.S. restaurants by 2032.

3 months ago

Eggo Brunch in a Jar made is with Sugarlands Distilling Company's liqueur. (Kellogg Company/Handout...

Ashley R. Williams, CNN

A waffle you can drink: Eggo releases alcoholic breakfast cocktail

Kellogg’s Eggo and Sugarlands Distilling Company partnered to launch a sippable boozy waffle beverage called Eggo Brunch in a Jar Sippin’ Cream

3 months ago

Nestlé recalled some Toll House chocolate chip cookie dough bars due to the potential presence of ...

Eric Levenson, CNN

Nestlé recalls Toll House chocolate chip cookie dough bars due to wood chips

Nestlé USA announced a voluntary recall of some Nestlé Toll House chocolate chip cookie dough bars due to the potential presence of wood fragments.

4 months ago

Sponsored Articles

Stylish room interior with beautiful Christmas tree and decorative fireplace...

Lighting Design

Create a Festive Home with Our Easy-to-Follow Holiday Prep Guide

Get ready for festive celebrations! Discover expert tips to prepare your home for the holidays, creating a warm and welcoming atmosphere for unforgettable moments.

Battery low message on mobile device screen. Internet and technology concept...

PC Laptops

9 Tips to Get More Power Out of Your Laptop Battery

Get more power out of your laptop battery and help it last longer by implementing some of these tips from our guide.

Users display warnings about the use of artificial intelligence (AI), access to malicious software ...

Les Olson

How to Stay Safe from Cybersecurity Threats

Read our tips for reading for how to respond to rising cybersecurity threats in 2023 and beyond to keep yourself and your company safe.

Design mockup half in white and half in color of luxury house interior with open plan living room a...

Lighting Design

Lighting Design 101: Learn the Basics

These lighting design basics will help you when designing your home, so you can meet both practical and aesthetic needs.

an antler with large horns int he wilderness...

Three Bear Lodge

Yellowstone in the Fall: A Wildlife Spectacle Worth Witnessing

While most people travel to this park in the summer, late fall in Yellowstone provides a wealth of highlights to make a memorable experience.

a diverse group of students raising their hands in a classroom...

Little Orchard Preschool

6 Benefits of Preschool for Kids

Some of the benefits of preschool for kids include developing independence, curiosity, and learning more about the world.

Taco Bell’s battle to free the ‘Taco Tuesday’ trademark is officially over