SOMERS POINT, NJ — A longstanding trademark barrier toppled as Gregory’s Restaurant and Bar relinquished its “Taco Tuesday” trademark registration, effectively freeing the term for public use in New Jersey. The move follows Taco John’s decision to give up its trademark for the term in 49 other states earlier this year.
Gregory’s Restaurant and Bar had held the New Jersey trademark for over 30 years. The decision to abandon it came on October 20. The relinquishment means that businesses and residents can now celebrate Taco Tuesday without any legal constraints.
Earlier this year, Taco Bell had initiated a campaign to liberate the term Taco Tuesday by challenging existing trademark registrations. The fast-food giant succeeded in securing the relinquishment of the term nationwide in less than six months. To commemorate this development, Taco Bell Rewards Members in New Jersey can claim a free Nacho Cheese Doritos® Locos Taco on November 21 via the Taco Bell app, with no purchase necessary.
“Taco Bell wants everyone to have the opportunity to celebrate Taco Tuesday, including Gregory’s Restaurant and Bar. Thanks to Gregory’s choice to relinquish the trademark registration, New Jersey businesses and fans can fully enjoy Taco Tuesday, effective immediately,” said Sean Tresvant, Taco Bell Chief Global Brand and Strategy Officer and incoming Chief Executive Officer.
Throughout the campaign, Taco Bell achieved several milestones, such as partnerships with Taco Tuesday enthusiasts, an online petition that garnered massive support, and donations to CORE (Children of Restaurant Employees). The company also opened a $5 million Taco Tab in partnership with DoorDash on September 12 to cover a portion of taco fans’ orders from more than 20,000 participating Mexican restaurants.
Gregory Gregory, co-owner of Gregory’s Restaurant and Bar, acknowledged the widespread cultural appeal of Taco Tuesday. “Taco Tuesday has always been a source of pride for my family and our restaurant, but we recognize Taco Tuesday is widely celebrated and embraced beyond our four walls,” he said.
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