- And he doesn’t even actually like tacos.
What’s the best day to eat tacos? Is it Tuesday or Thursday?
If you were to ask Taco Bell, it’s Tuesday. Although one could question whether what they serve counts as tacos, but yeah, they’re definitely at their best on Tuesday.
Sadly for Taco Bell and its owner, the Yum Brands corporation, they haven’t been able to celebrate Taco Tuesday — at least in their official marketing materials. That’s because other firms owned the trademark to the phrase.
Wyoming-based Taco John’s has owned the Taco Tuesday trademark since 1989 in 49 U.S. states. However, Taco Bell petitioned the U.S. Patent and Trademark Office in May to scrap the trademark nationwide.
According to Taco Bell, they want to “liberate the phrase for restaurants nationwide,” since not allowing people to freely enjoy Taco Tuesday is like not letting them cherish “sunshine itself.” We’re sure their motives are completely altruistic.
In any case, Taco John’s decided to give up its trademark in July.
“We’ve always prided ourselves on being the home of Taco Tuesday, but paying millions of dollars to lawyers to defend our mark just doesn’t feel like the right thing to do,” CEO Jim Creel said according to CBC.
That seems like a reasonable approach. But Taco Bell’s liberation of Taco Tuesday is not yet complete.
In New Jersey, one man stands in the company’s way. His awesome name is Gregory Gregory.
‘Taco Tuesday — Gregory Gregory’
Gregory is a restaurant owner. His establishment is imaginatively called Gregory’s Restaurant & Bar.
We couldn’t find out whether it’s named after his first or last name.
Although Taco John’s claimed to be the “home of Taco Tuesday,” they in fact are not. Gregory’s established the Tuesday tradition in 1979.
He encountered tacos for the first time that same year when he noticed a gigantic line at the food court of a Philadelphia mall. Curious he, joined the line to try his first “take-o,” as he pronounced them at the time.
He didn’t much care for it. In fact, he still doesn’t like tacos.
“I like everything but the meat and cheese and the shells. I like the tomatoes,” said Gregory.
“OK, my tacos, I like them,” he added quickly.
He might not have been a fan, but the restaurateur couldn’t help but notice that other people were. So, he decided his restaurant was going to serve them as well.
“They didn’t want to put them on the regular menu because Mexican food in 1979 was really rare around this area. And I said, if we can’t put them on the menus, let’s have them one night of the week,” explained Gregory.
He chose to serve tacos on a Tuesday so he wouldn’t have to compete with a local bar’s popular Drink and Drown Wednesday. Taco Tuesday was born.
“We’ll call it Taco Tuesday. Rolls right off the tongue. Taco Tuesday. Gregory Gregory,” he mused.
‘It’s a Legacy’
Gregory has owned the Taco Tuesday trademark in New Jersey since 1982 — seven years before Taco John’s registered it elsewhere in the country. And he’s not about to give it up.
Not for Taco Bell. Not for anyone.
The nationwide brand has been in touch with Gregory, and not just once.
“They’re unrelenting,” he said, describing the company’s efforts.
Indeed, Taco Bell admits that they’re working hard to beat Gregory. According to company spokesperson Taylor Montgomery, Taco Bell wants to “create a world where everyone can celebrate Taco Tuesday.”
“We remain committed to freeing Taco Tuesday throughout the country, including in New Jersey,” said Montgomery.
Gregory, however, is determined to hang on to his trademark. However, he states that his not that concerned about Taco Bell, but every other restaurant that would become free to use the phrase.
“I’m worried about the guy next door using it, the bar down the street using it,” he said.
To this end, Gregory has been defending his trademark vehemently. He claimed to have a full file folder of cease-and-desist letters he has sent to other restaurants trying to “steal his thunder.”
You might think the whole debacle seems petty — and maybe you’d be right. But Gregory has a point in that he invented Taco Tuesday.
“We came up with this, we pay our fees, we went through the trademark process. We should continue to have it,” he said.
He’s proud of what he’s created, too. Gregory’s Restaurant has sold more than two million tacos.
And once Gregory retires, he plans to hand his business over to his now 14-year-old grandson.
“I have to protect this. It’s good and it’s a legacy,” said Gregory.