Taco Bell’s months-long effort to cancel all trademarks for Taco Tuesday has paid off; the last holdout – Gregory’s Restaurant and Bar in Somers Point, New Jersey – has relinquished its trademark after over 30 years. Gregory’s decision comes about four months after Taco John’s dropped its Taco Tuesday trademark, which the chain owned in the other 49 states.
“When we set out to free Taco Tuesday, we did it for all who make, sell, eat and celebrate tacos,” Sean Tresvant, chief global brand and strategy officer and incoming CEO, said in a statement. “Taco Bell wants everyone to have the opportunity to celebrate Taco Tuesday, including Gregory’s Restaurant and Bar. Thanks to Gregory’s choice to relinquish the trademark registration, New Jersey businesses and fans can fully enjoy Taco Tuesday, effective immediately.”
In a statement, Gregory Gregory, co-owner of Gregory’s, said the trademark has been a source of pride for his family and restaurant.
“But we recognize Taco Tuesday is widely celebrated and embraced beyond our four walls,” he said. “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.”
Taco Bell initially filed legal petitions in May to cancel the trademarks, and recruited Lebron James to help its cause.
Taco John’s had claimed the Taco Tuesday trademark since 1989. Once the smaller chain abandoned its registration for its Taco Tuesday service mark in July, Taco Bell “celebrated” by joining DoorDash to pick up a $5 million taco tab for customers ordering from over 20,000 Mexican restaurants in 40 states.
Taco Bell also committed to donating $1 million in partnership with the Taco Bell Foundation. For its part, Taco John’s pledged a per-location contribution to CORE, Children of Restaurant Employees, which helps restaurant employees with children by providing financial relief when either the employee, spouse or child faces a health crisis, injury, death or natural disaster. Taco John’s also challenged its peers to donate to CORE.
Contact Alicia Kelso at [email protected]