Taco John's has long ignored calls to let the trademark enter the public domain. Now comes a new run at it by none other than Taco Bell, filed on — when else? — Taco Tuesday.
It was Tuesday. I was hungry. So I went out to enjoy a dinner that millions of Americans have gobbled up on that day for decades.I stopped by Chapter One: The Modern Bistro, a restaurant in downtown Santa Ana I have haunted almost from the moment it opened 12 years ago. My wife and I love the place for its hearty food, its stiff drinks and especially owner Jeff Jensen, a nativeMore often than not, we stop by on Taco Tuesday.
He has known that Tuesdays are for tacos throughout his 20-some years in the restaurant industry — even at the Irish pub in Newport Beach he managed before opening Chapter One.I wasn’t surprised by his incredulous look when I asked if he knew that “Taco Tuesday” is trademarked and that any restaurant using the term as a promotion is technically breaking the law.
Marketing: The owners of Tortilla Flats restaurant file suit alleging rivals have usurped their slogan. The company, with nearly 400 restaurants mostly located in Mexican culinary hellscapes like Montana and North Dakota, has long ignored calls by taco scholars like myself to let the trademark enter the public domain. It argues that it was the first restaurant to use “Taco Tuesday,” that the name is an integral part of its identity, and that other restaurants will confuse consumers into thinking that Taco John’s is associated with them.
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