Taco Bell has won its fight over the “Taco Tuesday” trademark in all 50 states now that lone holdout — a restaurant in New Jersey — has “parted ways” with the term.
The chain’s months-long efforts to cancel usage of the trademark ended Tuesday, with Taco Bell saying that its “ambitious goal has been met” after Gregory’s Restaurant and Bar in Somers Point, New Jersey, forfeited its trademark this week after more than four decades of owning it. Taco Bell didn’t reveal if a financial settlement was involved.
Taco Bell scored a significant win in July when Taco John’s, a smaller regional chain, abandoned its trademark registration in the other 49 states because it didn’t want to pay the legal fees that come with a fight against its larger rival. However, Gregory’s owners proved harder to persuade, and they said that Taco Bell made them “look bad” during an August giveaway of free tacos.
Forfeiting the trademark was the “right move,” according to trademark attorney Josh Gerben, who is not involved in the case. He told CNN that Gregory’s legal fees would’ve been “extreme burden to bear for any small business,” estimating it to be at least $100,000.
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