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.)