The Wall Street Journal Quotes Josh Gerben Regarding “Taco Tuesday Trademark Case

Taco Bell recently filed a Petition to Cancel existing trademark registrations for the phrase “Taco Tuesday.” The fast food chain believe that everyone should be able to celebrate and eat tacos, but the trademark owners plan to fight for the registration.

The Wall Street Journal discussed the case with trademark attorney Josh Gerben. 

Protecting a term like Taco Tuesday may be difficult given how common it is, said Josh Gerben.

“At the end of the day I think it’s very likely to succeed,” he said, referring to Taco Bell’s effort to cancel the trademarks.

If the Taco Tuesday trademark case goes to trial, a decision likely wouldn’t be made until 2025, Gerben added.

Source: De Avila, Joseph. https://www.wsj.com. “The Long Fight Over ‘Taco Tuesday'”. 23 May 2023.