Taco Bell has launched a hostile taco-ver to liberate the phrase “Taco Tuesday” from trademark restrictions, the fast-food chain announced on Tuesday, May 16.
Battles can win wars and redraw borders, but this tortilla rebellion is a fight to hand over Taco Tuesday to anyone who makes, sells, eats and celebrates the snack.
In other words, Taco Bell wants everyone to own the Taco Tuesday phrase — and it’s not about the dough, the company says.
“Taco Tuesday” has been a registered trademark of rival Taco John’s for 34 years, creating potential legal consequences for those who want to use the phrase, according to Taco Bell.
The company said it stepped up to plate — on Tuesday, naturally — and filed petitions to cancel the federal trademark registrations via the U.S. Patent and Trademark Office Trial and Appeal Board. The use of the phrase “potentially subjects Taco Bell and anyone else who wants to share tacos with the world to the possibility of legal action or angry letters if they say ‘Taco Tuesday’ without express permission from (Taco John’s) simply for pursuing happiness on a Tuesday,” the filing says.
Taco Bell announced that it seeks no damages or trademark rights. Instead, it simply seeks “common sense for usage of a common term. In filing the legal petitions, Taco Bell is honoring people’s right to come together and celebrate the joys of tacos, on Tuesdays and every other day,” according to a Taco Bell news release. To show support for Taco Bell’s liberation efforts, fans and taco lovers alike are invited to sign the “Freeing Taco Tuesday” petition at change.org/freeingtacotuesday.
Additional information can be found by visiting www.tacobell.com/freeing-taco-tuesday.