Taco Tussle: Bell Battles John’s Over Taco Tuesday Trademark

In the heated battle for taco supremacy, two prominent fast-food chains, Taco Bell and Taco John’s, are locked in a contentious trademark dispute over the phrase “Taco Tuesday”. The ongoing legal tussle gained even more attention with the involvement of NBA superstar LeBron James, who previously faced his own challenges trying to trademark the term in 2019.

The Trademark Dispute

Taco Bell has recently filed a petition with the United States Patent and Trademark Office (USPTO) to reverse the “Taco Tuesday” trademark held by Taco John’s since 1989. The dispute primarily revolves around Taco Bell arguing that the term is too common and widely used for Taco John’s to maintain exclusive rights. The fast-food giant aims to “liberate” the term, allowing any and all restaurants to use it freely, garnering support from LeBron James along the way.

This is not the first time the term “Taco Tuesday” has faced trademark scrutiny. In 2019, LeBron James’ company, LBJ Trademarks LLC, unsuccessfully attempted to trademark “Taco Tuesday” for commercial purposes. Now, the basketball legend has joined forces with Taco Bell in their effort to free the term from Taco John’s grasp.

Marketing Campaign Undertones

Taco Bell ramped up its aggressive campaign against the Taco Tuesday trademark by launching a public petition on Change.org and partnering with LeBron James. The company’s latest ad campaign, dubbed “Taco Bleep,” features James promoting their tacos, purposely avoiding the use of the contentious term. Critics argue that Taco Bell’s quest to liberate the term appears to be more of a marketing stunt than a genuine legal pursuit.

Taco John’s Response

In response to Taco Bell’s challenge, Taco John’s CEO Jim Creel has confidently stood by the company’s long-held trademark. Undeterred, Taco John’s continues to leverage the power of “Taco Tuesday” in various promotions, including their popular Taco Tuesday® special, which offers two tacos for $2.

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