The chain successfully lobbied National Day Calendar to ensure the occasion fell on the first Tuesday of October in perpetuity
Taco Bell isn’t resting on its laurels following its successful efforts to “liberate” Taco Tuesday from its trademark obligations last year. The chain also just lobbied National Day Calendar, an organization that tracks national days, weeks, months, and international days, to move National Taco Day to the first Tuesday of October in perpetuity, so that it coincides with Taco Tuesday.
Previously, National Taco Day was celebrated on Oct. 4, meaning it fell on a Tuesday every five or six years. According to Sprout Social, Oct. 4 was established in 2009 after Taco Bell competitor Del Taco issued a press release proclaiming the day as such. In 2010, Taco Cabana followed suit. However, in Gustavo Arellano’s 2012 book, “Tacos USA: How Mexican Food Conquered America,” the origins of National Taco Day can be traced back to the 1960s in San Antonio, Texas. Despite the history, National Day Calendar didn’t adopt Oct. 4 as National Taco Day until 2013.
“For years, we’ve celebrated National Taco Day on October 4, but it’s always felt like there was a bigger opportunity to align it with something even more special — Taco Tuesday,” National Day Calendar founder Marlo Anderson said in a statement. “Thanks to Taco Bell's efforts, we’re excited to officially move National Taco Day to the first Tuesday in October, creating the Taco Tuesday of all Taco Tuesdays. National Day Calendar has always thrived on the grassroots support of people who love celebrating these moments, and this change is a perfect example of that. It’s more than just moving a date — it’s about bringing taco lovers together in a bigger way, and we couldn’t be more excited.”
Taco Bell’s efforts to get National Taco Day permanently moved to a Tuesday came on the heels of its legal battle last year to cancel Taco Tuesday registrations. The trademark was previously owned by competitor Taco John's in 49 states and a restaurant named Gregory's in New Jersey. The trademark was officially dropped on Oct. 24, 2023, in all 50 states.
“When we liberated Taco Tuesday last year, we did it for all who make, sell, eat and celebrate tacos; but we couldn’t just stop there,” chief marketing officer Taylor Montgomery said in a statement. “With National Taco Day coming up, it felt unnatural for it to not fall on a Tuesday, and as some of the biggest advocates of Taco Tuesday out there, we knew we had to help shift the holiday permanently to give taco makers and lovers the opportunity to celebrate bigger and better every year.”
Taco Bell will celebrate the approval with “Tuesday Drop” celebrations beginning Oct. 1 and continuing through the month. More information will be shared with Taco Bell Rewards members and on the brand’s social media channels.
Contact Alicia Kelso at [email protected]
