• by Teresa Buyikian , August 8, 2023

Cue the New Jersey punchlines. The state that's often the butt of jokes is being left out of a Taco Bell promo -- but for a very logical reason.

Taco Bell is helping (most) fans celebrate Taco Tuesday on Tuesday, Sept.12, by paying for tacos -- whether or not they’re from Taco Bell. Taco Bell, in partnership with DoorDash, is opening a $5 million taco tab to cover a portion of taco fans’ orders from ANY participating vendor selling Mexican cuisine. In 49 states -- except New Jersey.

It’s been a long, strange taco trip; A fight over the usage rights to the actual phrase “Taco Tuesday” the last several months pit QSR chain and trademark owner in 49 states Taco John’s  (400 locations in 23 states) against behemoth Taco Bell (7,200 locations in the U.S., approx. 1,000 internationally). Taco Bell prevailed when Taco John’s relinquished the trademark (big shock), declaring "we’re lovers, not fighters."

Except in New Jersey. Gregory Hotel, Inc., still holds the "Taco Tuesday" trademark in New Jersey. It remains to be seen how this will pan out in the Garden State.

“Taco Tuesday belongs to all who make, sell, eat and celebrate tacos, and this Free-For-All will not only thank taco fans who supported the cause, but will also spotlight local restaurants and vendors who can now embrace Taco Tuesdays without fear of legal action,” said Taco Bell’s  U.S. chief marketing officer, Taylor Montgomery. “We all win when Taco John’s decides to release its trademark registration, we all win when taco vendors everywhere are free to join the movement, and we all win when taco fans can freely celebrate and support Taco Tuesdays at Taco Bell or anywhere else.”

Leading up to the Sept. 12 celebration, all Taco Bell locations will offer a free Doritos® Locos Taco every Tuesday, no purchase necessary, on 8/15, 8/22, 8/29 and 9/5. Except in New Jersey, of course.

Taco Bell has also launched a new charity program, committing to donating $1 million in partnership with the Taco Bell Foundation to support young people who make, sell, eat and celebrate tacos. Donations will be made by rounding up at checkout on Tuesdays and be matched up to $1 million. These donations will continue to fund the Taco Bell Foundation’s Community Grants and the Live Más Scholarship for fans and team members.