Gregory’s decided to relinquish the trademark registration, ending Taco Bell’s months-long efforts to “liberate the phrase for restaurants nationwide”. Credit: © Taco Bell IP Holder, LLC/PRNewswire.

American fast-food restaurant company Taco Bell has won the “Taco Tuesday” trademark dispute with New Jersey-based Gregory’s Restaurant and Bar. 

Gregory’s Restaurant and Bar held trademark registration for Taco Tuesday in the US state of New Jersey for more than three decades.

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But on 20 October 2023, Gregory’s decided to relinquish the trademark registration, ending Taco Bell’s months-long efforts.

The milestone comes after Taco Bell filed a petition with the US Patent and Trademark Office demanding that Gregory’s Restaurant and Bar abandon its trademark of the phrase in New Jersey.

This move marks the culmination of Taco Bell’s legal and marketing campaign to “liberate the phrase for restaurants nationwide”. 

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Gregory’s Restaurant and Bar co-owner Gregory Gregory stated: “Taco Tuesday has always been a source of pride for my family and our restaurant, but we recognise Taco Tuesday is widely celebrated and embraced beyond our four walls.

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“We are excited to share Taco Tuesday with the entire New Jersey community and though we have relinquished trademark registration, you can bet Taco Tuesdays will live on at Gregory’s forever.”

New Jersey was the only state where Taco Bell was not authorised to use “Taco Tuesday”. 

In July 2023, Taco Bell won the “Taco Tuesday” trademark dispute with Taco John’s, a Mexican-inspired fast food chain, in the other 49 US states.

Following the relinquishing of trademark registration nationwide, Taco Bell is offering a free nacho cheese doritos locos tacos to its reward members in New Jersey. 

On 21 November 2023, New Jersey residents can enjoy this “Taco Tuesday” offer across all the participating Taco Bell locations or via the Taco Bell mobile app.

Taco Bell chief global brand and strategy officer and incoming CEO Sean Tresvant stated: “When we set out to free Taco Tuesday, we did it for all who make, sell, eat and celebrate tacos.

“Thanks to Gregory’s choice to relinquish trademark registration, New Jersey businesses and fans can fully enjoy Taco Tuesday, effective immediately.”