Last month, Taco Bell announced it was going to celebrate the “liberation” of Taco Tuesday by picking up a $5 million taco tab on Sept. 12. Now we have a clearer idea of just what that celebration will look like. The chain today announced that more than 20,000 local Mexican restaurants will participate, providing $5 off of $15-plus qualifying orders made exclusively on DoorDash for customers who use the code “TacoTab.”
The full list of participants is available online here.
“Since the day we filed the legal petitions, our goal has always been to create a world where everyone can freely celebrate and promote Taco Tuesday, because when tacos win, we all win. It's been remarkable to see local restaurants already begin to celebrate Taco Tuesday their way, and we couldn’t be more thrilled to partner with DoorDash to help elevate those small businesses even further,” Taco Bell CMO Taylor Montgomery said in a statement. “While Tuesdays hold a special place in our heart and will continue to do so, this celebration isn’t just about opening up a taco tab. It’s about championing every individual who makes, sells, eats and celebrates tacos. This Taco Tuesday is for them.”
The crusade to cancel the federal trademark registrations for Taco Tuesday via the USPTO Trademark Trial and Appeal Board began in May when Taco Bell filed legal petitions stating it believed the phrase should belong to “all who make, sell, eat and celebrate tacos.” The petitions were directed mostly toward Taco John’s, which owned the registration in 49 states.
Taco John’s agreed to drop the trademark last month, as CEO Jim Creel said, “paying millions of dollars to defend our mark just doesn’t feel like the right thing to do.” Notably, Gregory’s Restaurant and Bar in New Jersey continues to own the trademark in that state and has vowed to continue to defend it there.
In the meantime, Taco Bell notes its partnership with DoorDash to pick up a $5 million tab is the first of more Taco Tuesday-themed celebrations, hinting at forthcoming in-app rewards, experiences and merch.
Contact Alicia Kelso at [email protected]