“For Gregory’s Restaurant and Bar, ‘Taco Tuesday’ brought a lot of pride over the past 40 years,” said co-owner Gregory Gregory. “Relinquishing the trademark registration doesn’t change that, but i…
File photo: “The response we’ve seen over the last six months since taking action to free ‘Taco Tuesday’ is the exact reason we felt it was worth freeing it in the first place,” Taco Bell’s chief marketing officer Taylor Montgomery told CNN.
“In this case, the writing was on the wall,” Gerben said. “The chances that the Gregory’s could have successfully defended the cancellation action against the ‘Taco Tuesday’ mark were extremely low. Therefore, I am not surprised that the Gregory’s waived the white flag and surrendered its trademark registration.”
David Gibbs, CEO of Taco Bell’s parent company, Yum Brands, said in an August earnings call that the “campaign created massive brand buzz with engagement and mentions in one week for ‘Taco Tuesday’ liberation surpassing the entirety of the highly successful Mexican pizza relaunch last year.”Taco Bell is giving New Jersey members of its app-based loyalty program free Doritos Locos Tacos on November 21 with no purchase necessary to celebrate the surrender of its smaller competitors.
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