American fast-food restaurant company Taco Bell has won the “Taco Tuesday” trademark dispute against New Jersey-based Gregory’s Restaurant and Bar, securing their exclusive rights to the popular phrase.
For over three decades, Gregory’s Restaurant and Bar had maintained a trademark registration for “Taco Tuesday” within the state of New Jersey in the United States.
However, on October 20, 2023, Gregory’s Restaurant and Bar made the decision to voluntarily surrender their trademark registration, bringing an end to Taco Bell’s months of persistent efforts.
This milestone was reached following Taco Bell’s submission of a petition to the US Patent and Trademark Office, requesting that Gregory’s Restaurant and Bar cease their trademark claim on the phrase within the state of New Jersey.
This step represents the culmination of Taco Bell’s legal and marketing efforts to “free the phrase for restaurants across the country.”
Gregory’s Restaurant and Bar co-owner Gregory Gregory stated, “Taco Tuesday has always been a source of pride for my family and our restaurant, but we recognise Taco Tuesday is widely celebrated and embraced beyond our four walls.
“We are excited to share Taco Tuesday with the entire New Jersey community and though we have relinquished trademark registration, you can bet Taco Tuesdays will live on at Gregory’s forever.”
Taco Bell had authorization to use “Taco Tuesday” in every state except New Jersey.
In July 2023, Taco Bell emerged victorious in the “Taco Tuesday” trademark dispute against Taco John’s, a Mexican-inspired fast food chain, across the remaining 49 U.S. states.
After voluntarily surrendering its nationwide trademark registration, Taco Bell is extending an offer of a complimentary Nacho Cheese Doritos Locos Taco to its loyal members in New Jersey.
As of November 21, 2023, residents of New Jersey have the opportunity to partake in the “Taco Tuesday” offer at all participating Taco Bell establishments or through the Taco Bell mobile application.
Taco Bell chief global brand and strategy officer and incoming CEO Sean Tresvant stated, “When we set out to free Taco Tuesday, we did it for all who make, sell, eat and celebrate tacos.
“Thanks to Gregory’s choice to relinquish trademark registration, New Jersey businesses and fans can fully enjoy Taco Tuesday, effective immediately.”