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Taco Bell has been fighting to have the phrase “Taco Tuesday” liberated from copyright law. The Taco Tuesday trademark had been debated in court in recent years as several taco restaurants, including Taco Bell, would like to use the term but avoid using it in sales promotions out of fear of copyright infringement lawsuits. However, Taco John’s abandoned their lawsuit to retain the trademark they had legal rights to for 30 years. Now that Taco Tuesday is free to use by other restaurants (except in New Jersey) Taco Bell is celebrating America’s love for tacos with a special event this September.
On Taco Tuesday, September 12, Taco Bell, in partnership with DoorDash, is opening a $5 million taco tab to cover a portion of taco fans' orders from any participating vendor selling Mexican cuisine.
Leading up to the September 12 celebration, all Taco Bell locations will be offering a free Doritos® Locos Taco every Tuesday, no purchase necessary, on 8/15, 8/22, 8/29 and 9/5.
"Taco Tuesday belongs to all who make, sell, eat and celebrate tacos, and this Free-For-All will not only thank taco fans who supported the cause, but will also spotlight local restaurants and vendors who can now embrace Taco Tuesdays without fear of legal action," said Taco Bell U.S. Chief Marketing Officer, Taylor Montgomery.
Taco Bell has also committed to donating $1 million in partnership with the Taco Bell Foundation to support young people who make, sell, eat and celebrate tacos. Donations made by Rounding Up at checkout on Tuesdays will be matched up to $1 million. These donations will continue to fund the Taco Bell Foundation's Community Grants and the Live Más Scholarship for fans and team members.
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