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.
“Uh, doesn’t everyone use it?” he asked as a happy hour rush filled tables and booths and bar. He tried to gather his thoughts — it was as if I had said the sun is actually the moon.Since 1989, the Wyoming-based fast-food chain Taco John’s has held the “Taco Tuesday” trademark in every U.S. state except New Jersey, where Gregory’s Restaurant and Bar in Somers Point won exclusive use in 1982.
Now comes a new run at Taco John’s by none other than Taco Bell, filed on — when else? — Taco Tuesday. Not only has Taco John’s needlessly harassed too many mom-and-pop restaurants with silly cease-and-desist letters, but the chain — whose only real innovation with Mexican food is putting tater tots inside breakfast burritos — has continuously changed the very “Taco Tuesday” origin story Creel brags about.
A Wyoming-based company creating “Taco Tuesday” would be a great yarn, if it were true. It would speak to how Mexican cuisine appeals to all Americans, inspiring even Midwesterners to coin memorable couplets hailing its powers. The danger when people like Montañez and companies like Taco John’s double-down on their fast-food fables, however, is that truth is degraded in an era where it’s more precarious than ever.
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