• by Teresa Buyikian , October 25, 2023

Taco Bell has emerged as the victor in the chain’s petition against New Jersey’s Gregory’s Restaurant and Bar trademark registration of the ubiquitous “Taco Tuesday” weekly “holiday”’ according to a release. Now any restaurant anywhere in the 50 U.S. states can promote their “Taco Tuesday” without fear of repercussion -- even in New Jersey.

As previously reported, a fight over the usage rights to the actual phrase “Taco Tuesday” earlier this year 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 later prevailed when Taco John’s relinquished the trademark, which was then free for all to use, except in New Jersey, where Gregory’s Restaurant and Bar still held the "Taco Tuesday" trademark.

Gregory’s, which actually held the trademark registration in New Jersey for over 30 years, finally relinquished it on Oct. 20.

“When we set out to free Taco Tuesday, we did it for all who make, sell, eat and celebrate tacos,” said Taco Bell Chief Global Brand and Strategy Officer and incoming Chief Executive Officer Sean Tresvan in a release “Thanks to Gregory’s choice to relinquish the trademark registration, New Jersey businesses and fans can fully enjoy Taco Tuesday, effective immediately.”

To commemorate the occasion, Taco Bell rewards members in New Jersey will be able to now celebrate Taco Tuesday themselves with a free Nacho Cheese Doritos Locos Tacos on Nov. 21, through the Taco Bell app, with no purchase necessary.

“Taco Tuesday has always been a source of pride for my family and our restaurant, but we recognize Taco Tuesday is widely celebrated and embraced beyond our four walls,” said Gregory Gregory, co-owner of Gregory’s Restaurant and Bar, home of the original Taco Tuesday in New Jersey. “We’re excited to share Taco Tuesday with the entire New Jersey community and though we’ve relinquished the trademark registration, you can bet Taco Tuesdays will live on at Gregory’s forever.”

Earlier this year, to commemorate the relinquishment of the trademark in 49 states, Taco Bell gave away millions of free Doritos Locos Tacos to customers every Tuesday over a period of four weeks and opened a $5 million Taco Tab’with DoorDash in September to cover a portion of taco fans’ orders from more than 20,000 participating Mexican restaurants.