Absurd But True
Taco Tuesday Trademark: Why Taco John's Gave It Up
- Absurd But True
- 22 Oct 2026
- Short
A 45-second Short, with the details and sources below. Narration is an AI voice; pictures are code-drawn illustrations and text cards.
What happened
For decades, one restaurant chain held the U.S. trademark registration for "Taco Tuesday." Taco John's had it since 1989, in every state except New Jersey.
In May 2023, Taco Bell asked the U.S. Patent and Trademark Office to cancel the registration. Taco Bell said it was not seeking rights to the phrase for itself. It said it wanted "common sense for usage of a common term," so that anyone could use it.
Taco John's CEO answered with a joke, thanking Taco Bell for "reminding everyone that Taco Tuesday is best celebrated at Taco John's."
In July 2023, about two months later, Taco John's gave up the registration. It described itself as "lovers, not fighters" and said it would donate $40,000 to a charity for restaurant workers (CNN reports this as about $100 per location).
What this does and does not mean
- Nobody ruled on the question. The dispute ended with the surrender, so no decision says whether "Taco Tuesday" is a generic phrase.
- Taco Bell did not gain any rights to the phrase.
- We did not examine the separate New Jersey registration.
Why it matters
A trademark on an everyday phrase can be challenged by anyone who argues the term is common. Here, the challenge ended the registration without a trial.
Sources
- The Hill, "Taco Bell petitions to end Taco John's trademark" (May 2023): https://thehill.com/business/4007264-taco-bell-petitions-to-end-taco-johns-trademark-of-taco-tuesday/
- NPR, "Taco Bell is petitioning the government to cancel the trademark" (May 20, 2023): https://www.npr.org/2023/05/20/1177309942/taco-bell-is-petitioning-the-government-to-cancel-the-trademark-for-taco-tuesday
- CNN, "Taco Bell and Taco John's drop their 'Taco Tuesday' fight" (July 18, 2023): https://www.cnn.com/2023/07/18/business/taco-tuesday-lawsuit-ends
- Klehr Harrison, "Taco John's surrender": https://klehr.com/publications/taco-johns-taco-tuesday-trademark-a-surrender-in-the-battle-against-taco-bell/
Absurd. But true.
Transcript
One taco chain owned the phrase "Taco Tuesday" in almost every state. This is real. In May 2023, Taco Bell asked the U.S. Patent Office to cancel it. Taco John's had held the registration since 1989... everywhere except New Jersey. Taco Bell said it wasn't asking for the phrase itself. It wanted a common term free for everyone. Taco John's CEO thanked Taco Bell for "reminding everyone that Taco Tuesday is best celebrated at Taco John's." Two months later, in July, Taco John's gave up the registration. It called itself "lovers, not fighters," and said it would give $40,000 to a charity for restaurant workers. Taco Tuesday is up for grabs. Absurd. But true.
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