Taco Bell Chief Marketing Officer Taylor Montgomery defended the chain’s pursuit of the “Taco Tuesday” phrase—now controlled by smaller competitor Taco John’s—during an appearance this week on Reddit’s “Ask Me Anything” feature. Montgomery also addressed menu questions from Reddit users as well as the status of Taco Bell breakfast.

One Reddit user put him on the spot, asking: “Why are you suing for Taco John to release the trademark 'taco Tuesday'? I hate when big companies pick on the little guys. Not cool bro.”

“We actually aren't suing Taco John's at all,” Montgomery replied. “We're simply making official (you know, legally) what taco lovers already know: that Taco Tuesday is a common term. Therefore, under the law, Taco Tuesday isn't a trademark at all. Not only is that right legally, Taco Tuesday should be liberated so EVERYONE can freely use the term. Not just for Taco Bell, but Taco John's too, and the truly small businesses that benefit from Taco Tuesday—your favorite local taco shop.”

The “Taco Tuesday” trademark has been held by Taco John's since 1989. (It controls it in 49 states; Gregory’s Restaurant and Bar has the trademark in New Jersey.)

Taco Bell argues it should be able to get in on using the popular phrase without legal ramifications. It filed a petition with the U.S. Patent and Trademark Office on May 16 asking for the trademark to be reversed. Taco John's says the origin of the saying began when a Taco John’s franchisee noticed that business was slower on Sundays and Tuesdays, so he ran a Taco Tuesday special: two tacos for $2. But as the L.A. Times has pointed out, Taco Tuesday specials had been around previously.

Taco Bell’s campaign for “Taco Tuesday” includes an ad released this week that stars LeBron James using the phrase, but “Tuesday” is bleeped out. Taco Bell has also circulated a Change.org petition titled “Freeing Taco T***day.” 

James tried to trademark the phrase in 2019 when he began sharing videos on Instagram of his family’s taco nights, even making “It’s Taco Tuesday” T-shirts. Another rival fast food chain, Jack in the Box, has also weighed in, filing a petition to trademark the phrase “Taco Tuesnight.”

Below, a summary of other topics Montgomery addressed during his Tuesday AMA appearance.

The return of some fan favorites

Montgomery answered several questions about returning and current menu items. He confirmed that the Enchirito, a burrito smothered in enchilada sauce, will be coming back, and that Taco Bell is working on making nacho fries a permanent item. The Volcano Menu, which focuses on spicy offerings will also be returning with rewards members getting early access on June 27. But he cannot confirm or deny that Baja Blast ice cream will be a thing.

Challenges and opportunities

One fan asked about the biggest challenges and strategic opportunities for Taco Bell. 

“To me, both answers are the same,” Montgomery wrote. “Breakfast is a huge area of opportunity. And while we're your best pal for late night, we want to see you early too!”

The fast food chain has been pushing its breakfast options with a new ad again featuring Pete Davidson, a.k.a Peter Davidson as a sort of morning show host.

Taco Bell is also trying to test ways to make menu options vegan.

On Mongtomery’s path to becoming CMO

One fan seemed surprised at Montgomery’s age (36) and asked about his journey to the C-suite, and his advice on getting into a leadership role.

Montgomery pointed to surrounding himself with the right people. 

“Honestly, you have to really have a mindset of service + being selfless,” he wrote. “Ultimately the job of CMO is about unleashing the power of creativity in other people. My advice would be surround yourself with people who are where you want to be and learn as much as you can from them. I wouldn't be here today if other leaders didn't guide me and take a chance on me.”

…and his Taco Bell order

“I'm a taco bell purist—so a regular crunchy taco, grilled bean burrito with extra onions (we're working to bring back the option to order burritos grilled in the app, but you can ask team members in restaurant in the meantime), chicken quesadilla (add green sauce, add double chicken), and baja blast zero.”