Taco Bell is asking U.S. regulators to force Wyoming-based Taco John’s to abandon its longstanding claim to the trademark.
Declaring a mission to liberate"Taco Tuesday" for all, Taco Bell asked U.S. regulators to force Wyoming-based Taco John's to abandon its longstanding claim to the trademark. Too many businesses and others refer to “Taco Tuesday” for Taco John’s to be able to have exclusive rights to the phrase, Taco Bell asserts in a U.S. Patent and Trademark Office filing that is, of course, dated Tuesday.
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. Begun as a food truck more than 50 years ago, Taco John’s now has about 370 locations in 23 mainly Midwestern and Western states.
Taco John’s responded to Taco Bell’s filing by announcing a new two-week Taco Tuesday promotion, with a large side of riposte. Yet “Taco Tuesday” has such widespread use and recognition these days — as a generic way of promoting tacos on a specific day of the week — that Taco John’s still can’t claim exclusive ownership, Taco Bell claims in its filing.
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