'Taco Tuesday' has been a trademark of Wyoming-based Taco John's since the 1980s.
"Taco Bell believes ‘Taco Tuesday’ is critical to everyone’s Tuesday. To deprive anyone of saying ‘Taco Tuesday’ — be it Taco Bell or anyone who provides tacos to the world — is like depriving the world of sunshine itself," the Taco Bell filing reads.With more than 7,200 locations in the U.S. and internationally, Taco Bell — a Yum! Brands chain along with Pizza Hut, KFC and The Habit Burger Grill — is vastly bigger than Cheyenne-based Taco John’s.
Actively defending a trademark is key to maintaining claim to it, and the letter was just one example of Taco John’s telling restaurants far and wide that nobody else may use "Taco Tuesday." "I’d like to thank our worthy competitors at Taco Bell for reminding everyone that Taco Tuesday is best celebrated at Taco John’s," CEO Jim Creel said in an emailed statement. "We love celebrating Taco Tuesday with taco lovers everywhere, and we even want to offer a special invitation to fans of Taco Bell to liberate themselves by coming by to see how flavorful and bold tacos can be at Taco John’s all month long.
"‘Taco Tuesday’ is a common phrase. Nobody should have exclusive rights in a common phrase. Can you imagine if we weren’t allowed to say ‘what’s up’ or ‘brunch?’ Chaos," reads Taco Bell’s document, written with a dollop of spicy marketing language.
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