You work at the local saw mill, in Saw Dust Refining. Bill from Table top sanding is being his typical annoying self. But its finally 5 o’clock you’re free to go home. After a long agonizing drive down the over crowded highway where no one seems to understand how cars work. You arrive home to find the kids are looking for dinner. Scratching you’re head you remember that there is left over lasagna in the fridge from Sunday dinner and frozen hot dogs in the deep freeze. But you something about that doesn’t seem right, Oh that’s because this is Tuesday night and that is no time for left overs or frozen mystery meat logs. No of course not! Tuesdays are made for tacos. So you decide to pull out your phone to search Bing for local Taco Tuesday specials, only to realize that you’re still using a flip phone and so you head to the office desktop to perform the search…only to your amazement only one site comes up, and you’re also no where near Wyoming.
Wyoming, Why Not?
Like many things in america, we can thank capitalism and the 80’s for making Tuesdays a night for tacos. But our story actually dates back to 1968 in Cheyenne, WY where two local businessmen discovered a small taco stand and knew that the world needed to know about it. So, they purchased the franchise rights in 1969. Where they then began to expand and evolve across the mid-west. Today Taco John’s operates and franchises nearly 400 restaurants in 23 states – making it one of the largest Mexican quick-service restaurant brands in America.
Taco Tuesday Circa 1980’s
Okay so now we know that Taco John’s is a force to be reckoned with, but Taco Tuesday comes from more humble beginnings. Let’s meet a man that goes by the name David Olsen, hes a Taco John’s restaurant manager in Minnesota looking to increase his profits on slow Tuesday nights. He wasn’t looking to start a revolution, that was just his calling. Within weeks business had picked up largely thanks to the specials, This caught the money hungry eyes of corporate who started using it in advertising jingles.Taco John’s Commercial
But this is America, and lawsuits are the way of the land!
America is certainly a place that welcomes you to start a revolution, and dare I say that this was a very noble one. However that doesn’t stop others from hijacking it as there own. We must use the law to protect that which is precious to us! So in 1989, The men in corner offices at Taco John’s filed a trademark application with the U.S. government and was rewarded with Trademark No. 1,572,589.
Find it here: http://bit.ly/2WdANqY
Ever hear of Taco Tuesday®? We started it! We even trademarked it. That’s how seriously we take tacos.
This trade mark protects ‘Taco Tuesday’ from use at restaurants in the entire United States…well except New Jersey [More on that later]. I want clarify that when I said ‘Use at restaurants’ it’s because currently there are six active trademarks for the specific term ranging from protecting it for use with everything from Slot machines to t-shirts.
So, New Jersey?
Right of course, I should have expected that to be your first question. Why would Taco John’s not have a the trademark in all 50 states? Well that goes back a decade earlier when a guy with a totally real name Greg Gregory, who was a second generation restaurant owner who filed for a trademark for “Taco Tuesday.” Because of this, Gregory’s Restaurant and Bar in is the only Jersey restaurant that can legally use the phrase . That Trademark can be found here; http://bit.ly/30sZY8a
How is the trademark being used?
Taco John’s isn’t shy about owning the legendary trademark and will sue anyone who decides to infringe on their rights. Every couple of years, Taco John’s sends cease-and-desist letters to small restaurants who use the phrase Taco Tuesday® and force them to stop under threat of further legal action. Taco John’s makes no apologies for its heavy-handedness
“It’s just unfathomable to us not to protect it, It’s part of our DNA. Taco Tuesday is this American institution. Not to take the chance to talk about it and our story, that would go against who we are.”