What’s better than tacos? Complimentary tacos!
Over the next four Tuesdays, Taco Bell will hand out free tacos to celebrate its victory in a legal dispute over the “Taco Tuesday” trademark.
That’s right. Beginning Aug. 15 and continuing on Aug. 22, Aug. 29 and Sept. 5, the large Tex-Mex chain will give one Nacho Cheese Doritos Locos Taco to each customer — no purchase required.
This promotion applies at participating Taco Bell locations and for delivery orders placed through Taco Bell’s app, though delivery fees, taxes and gratuity may still apply. Also, the offer is limited to one taco per person per day. So don’t overdo it.
Taco Bell and DoorDash Will Team Up for a ‘Taco Tuesday’ Event on Sept. 12
After those four Tuesdays, Taco Bell will mark the ultimate “Taco Tuesday.” On Tuesday, Sept. 12, Taco Bell will partner with DoorDash to open a $5 million “taco tab” to subsidize part of taco purchases from any participating restaurant selling Mexican food. It doesn’t have to be a Taco Bell.
“When tacos win, we all win,” said Taylor Montgomery, the chain’s chief marketing officer. “Taco Tuesday belongs to everyone who makes, sells, eats and celebrates tacos, and this Free-For-All will not only thank taco fans who supported the cause, but will also shine a light on local restaurants and vendors who can now celebrate Taco Tuesdays without fear of legal repercussions.”
When tacos win, we all win. That’s quite the sentiment.
The giveaway is available in every U.S. state except New Jersey. Wondering why New Jersey is excluded? Read on.
The Trademark Dispute Over ‘Taco Tuesday’
So what was the legal battle about?
Another national taco chain, Taco John’s, held the trademark for “Taco Tuesday” in 49 states. That meant other eateries needed permission from Taco John’s to use the phrase “Taco Tuesday” in promotional materials. How frustrating.
In April, Taco Bell launched a petition urging Taco John’s to relinquish the trademark so anyone could use it. In May, Taco Bell formally asked the U.S. Patent and Trademark Office to cancel Taco John’s registration.
In July, Taco John’s surrendered the trademark. They decided a prolonged, costly legal battle that could be lost wasn’t worthwhile. “We’ve always prided ourselves on being the home of Taco Tuesday, but spending millions on lawyers to defend our mark just doesn’t feel right,” said Taco John’s CEO Jim Creel.
There’s a silver lining: Taco John’s donated $40,000 to the nonprofit Children of Restaurant Employees — and Taco Bell matched that contribution.
So Why Not New Jersey?
The Sept. 12 “Taco Tuesday” promotion with DoorDash will be active in 49 states — all except New Jersey. That’s because the phrase is still trademarked in that state.
In New Jersey, the trademark belongs to a family-run spot, Gregory’s Restaurant and Bar in Somers Point.
“We’re still keeping it,” family member Emma Gregory told CNN. “We’re fighting for it.”
But don’t worry: New Jersey residents can still score a free Nacho Cheese Doritos Locos Taco on Aug. 15, 22, 29 and Sept. 5 — giving plenty of chances to enjoy seasoned beef, salsa, sour cream and cheese at no charge.
So, starting this Tuesday, it’s officially taco time.
Chris Hollister (chollister@example.com) is a senior writer at Savinly.
