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Taco Tuesday

Taco Tuesday is a longstanding promotional tradition and cultural phenomenon in the United States, centered on the consumption of tacos—typically Mexican-inspired dishes consisting of a tortilla filled with meats, vegetables, cheeses, and salsas—often at discounted prices offered by restaurants on Tuesdays. This midweek ritual emerged as a marketing tactic to boost sales during slower weekdays and has evolved into a widespread social event celebrated at home and in eateries, symbolizing casual dining and communal enjoyment of Tex-Mex cuisine.^[1] The earliest documented reference to a taco special on a Tuesday appeared in the classified section of the October 16, 1933, edition of the El Paso Herald-Post, promoting affordable Mexican tacos at the White Star Cafeteria in El Paso, Texas.^[2] The specific phrase "Taco Tuesday" first emerged in print on August 20, 1973, in an advertisement in The Rapid City Journal for a promotion at the Snow White Drive In in Sioux Falls, South Dakota.^[2] By the 1980s, the Wyoming-based fast-food chain Taco John's had popularized a variant called "Taco Twosday" for two-for-99-cents taco deals, which it rebranded as "Taco Tuesday" and federally trademarked in 1989, granting exclusive commercial rights in 49 states (excluding New Jersey, where a local restaurant held the mark).^[3] The trademark sparked ongoing controversies, including cease-and-desist letters sent by Taco John's to competitors and small businesses over decades, prompting debates about whether "Taco Tuesday" was a generic term ineligible for protection, akin to phrases like "happy hour." In May 2023, Taco Bell petitioned the U.S. Patent and Trademark Office to cancel the mark, arguing it hindered broader celebration of the tradition; Taco John's relinquished the federal trademark on July 18, 2023, and the New Jersey mark was abandoned on October 24, 2023, freeing the phrase for unrestricted use nationwide and underscoring its status as a communal cultural staple rather than proprietary branding.^[4]^[5]

Definition and Concept

Overview

Taco Tuesday is a promotional and cultural tradition primarily observed in the United States, where restaurants and households feature discounted or special tacos on Tuesdays to boost mid-week business and customer engagement.^[3] This weekly event transforms an otherwise slow day for eateries into a popular occasion, with approximately 13% of Americans, or over 40 million people, participating each week through dining out or home preparations, as of 2025.^[6] At its core, Taco Tuesday involves affordable taco deals, such as $1 to $2 per taco or multi-taco bundles, designed to attract budget-conscious patrons.^[7] These offerings are frequently paired with Mexican-inspired beverages like margaritas, enhancing the festive atmosphere and encouraging upsells at participating restaurants.^[8] Unlike everyday taco consumption, which occurs without specific timing or incentives, Taco Tuesday highlights a promotional and ritualistic element uniquely tied to the day of the week, fostering anticipation and community around the meal.^[9] This distinction elevates it from mere eating to a structured event that gained traction through restaurant marketing in the 1980s.^[2] In contemporary settings, the tradition has extended to home adaptations as DIY taco nights, where families and friends assemble customizable tacos with toppings like ground beef, cheese, lettuce, and salsa for a personalized experience.^[10]

Traditions and Variations

In the United States, Taco Tuesday traditions vary significantly by region, reflecting local culinary influences and available ingredients. In the Southwest, particularly Texas and areas with strong Tex-Mex heritage, celebrations often feature hearty fillings like carne asada or birria tacos, grilled or slow-cooked meats served in corn tortillas with onions, cilantro, and lime, emphasizing bold, smoky flavors typical of border cuisine.^[11] Coastal regions, such as Southern California, favor seafood adaptations, including beer-battered fish or grilled shrimp tacos, which incorporate fresh catches like mahi-mahi or local whitefish, often topped with cabbage slaw and crema to highlight the area's Pacific proximity.^[12] Urban centers, especially in cities like New York or Los Angeles, have embraced vegetarian and plant-based options, with tacos filled with jackfruit, grilled portobello mushrooms, or cauliflower al pastor, catering to diverse dietary preferences and promoting innovative, meat-free interpretations of the tradition.^[13] Globally, Taco Tuesday has been adapted with local twists, though it remains largely an imported American concept. In Mexico, tacos are a daily staple without a specific "Taco Tuesday" tradition or themed promotions, though some restaurants, especially those serving tourists, occasionally adopt similar Tuesday specials using authentic preparations like al pastor or carnitas. In Australia, the tradition has evolved through U.S. chain influences but incorporates native ingredients, such as kangaroo mince seasoned with wattleseed and bush tomato, or beef alternatives with lemon myrtle slaw, blending Indigenous flavors into fusion tacos for a distinctly local spin.^[14] Taco Tuesday traditions have evolved to include social and communal elements, often integrated into family gatherings, office parties, or themed food truck events, where participants customize tacos with shared toppings for interactive meals.^[15] Following the 2020 pandemic, there was a notable surge in at-home celebrations, with households experimenting via meal kits or DIY assemblies, shifting from restaurant outings to virtual or backyard gatherings that sustained the weekly ritual amid restrictions.^[16] Common accompaniments enhance the Taco Tuesday experience, typically including creamy guacamole made from ripe avocados, seasoned with lime and cilantro; fluffy Mexican rice simmered with tomatoes and spices; and refried or black beans for added protein and texture. Drink specials, such as $5 margaritas blending tequila, lime, and triple sec, frequently pair with these meals at participating venues, creating a festive, balanced spread.^[17]^[18]

History

Early Origins

The origins of tacos trace back to 18th-century Mexico, where the term "taco" likely emerged among silver miners in regions like Taxco, referring to small wraps of paper containing gunpowder charges, which evolved into the foodstuff as a portable meal for laborers.^[19] By the early 20th century, Mexican immigrants introduced tacos to the United States, particularly through Mexican-American communities in the Southwest, where the first documented mention appeared in a 1905 Los Angeles newspaper describing a street vendor selling tacos to workers.^[19] These early tacos were simple street foods, often filled with meats or beans and wrapped in corn tortillas, reflecting the culinary traditions brought by migrants seeking employment in agriculture, railroads, and mining. In the United States during the 1930s and 1940s, restaurants began offering taco specials on Tuesdays—a typically slow midweek day—to attract customers, marking the initial emergence of promotional rituals that would later coalesce around the concept of Taco Tuesday. One of the earliest documented examples occurred in 1933, when the White Star Cafeteria in El Paso, Texas, advertised three Mexican tacos for 15 cents exclusively on Tuesdays in the El Paso Herald-Post.^[2] Similar promotions followed, such as the Zia Lounge in Albuquerque, New Mexico, providing free tacos on Tuesdays in 1949, and Oliver’s in Green Bay, Wisconsin, offering a Tuesday taco deal with complimentary coffee in the early 1950s. These isolated deals were common in areas with growing Mexican-American populations, helping to integrate tacos into local diner and drive-in menus as affordable, appealing options during economic challenges like the Great Depression and post-war recovery. The post-World War II era saw significant growth in Tex-Mex cuisine in the U.S. Southwest, fueled by increased Mexican migration and the return of American soldiers exposed to Mexican foods during wartime service in the region. This migration wave, combined with urbanization and the rise of car culture, expanded taco availability in border states like Texas and California, where home cooks and eateries adapted traditional recipes with local ingredients, laying the groundwork for weekly dining rituals.^[20] By the 1960s and 1970s, Tuesday taco specials proliferated, with examples including La Cucaracha in Minneapolis advertising them as a "Tuesday special" in 1965 and Baker's Drive-Thru in California's Inland Empire running similar campaigns by 1967.^[2] The phrase "Taco Tuesday" first appeared in print in 1973, in an advertisement by the Snow White Drive-In in Rapid City, South Dakota, promoting three tacos for 49 cents plus a free Coke on Tuesdays, as published in the Rapid City Journal.^[21] This marked a pivotal moment in branding the promotion, though it remained regional. In 1979, Gregory's Restaurant & Bar in Somers Point, New Jersey, launched its own Tuesday taco special at 29 cents each, claiming to have coined the phrase independently and later registering it as a state trademark in 1982, which helped solidify its catchy appeal in East Coast establishments.^[22] These early uses reflected a broader trend of leveraging tacos' popularity in Tex-Mex hubs to combat midweek lulls, setting the stage for wider adoption without yet reaching national chains.

Popularization and Expansion

The popularization of Taco Tuesday accelerated in the 1980s through innovative promotions by fast-food chains seeking to boost midweek sales. In the early 1980s, David Olsen, a franchisee of Taco John's in Minnesota, coined the term "Taco Twosday" to advertise a deal offering two tacos for 99 cents on Tuesdays, a slow sales day for the restaurant.^[2] This promotion quickly evolved within the Taco John's network to the more familiar "Taco Tuesday," which the chain began standardizing across its locations by the late 1980s, trademarking the phrase in 1989 to protect its growing brand identity.^[23] The initiative's success stemmed from competitive pressures in the fast-food industry, where chains like Taco John's used discounted taco specials to differentiate themselves and draw in budget-conscious customers, laying the groundwork for Taco Tuesday as a recurring promotional staple.^[24] By the 1990s and into the 2010s, Taco Tuesday expanded beyond quick-service Mexican chains into broader casual dining segments, as restaurants adopted the concept to enhance customer loyalty and fill slower evenings. This period also saw a surge in digital marketing, with social media platforms amplifying participation through user-generated content, hashtags like #TacoTuesday, and shared recipes that turned the promotion into a communal online event, further embedding it in everyday dining habits.^[15] The COVID-19 pandemic marked a pivotal surge in Taco Tuesday's accessibility, as delivery services like DoorDash promoted virtual versions of the tradition to support at-home dining amid lockdowns. Platforms highlighted taco specials from participating restaurants, with orders spiking on Tuesdays as consumers sought comfort food deliveries, exemplified by Taco Bell's family meal bundles tailored for online pickup and shipping.^[25] By 2025, Taco Tuesday had solidified as a year-round staple across the food industry, with chains introducing seasonal variations to align with festive occasions and maintain year-long engagement.^[26]

Trademarks and Legal Aspects

In the United States

In 1989, Taco John's International obtained a federal trademark registration from the United States Patent and Trademark Office (USPTO) for "Taco Tuesday" in connection with restaurant services, covering nearly all U.S. states but excluding New Jersey due to prior use of the phrase by Gregory's Restaurant and Bar in Somers Point.^[27] Throughout the 2000s and 2010s, Taco John's actively enforced its trademark by issuing hundreds of cease-and-desist letters to various entities, including small businesses, restaurants, and media outlets, to prevent unauthorized use of the phrase in promotional contexts.^[28] In 2019, basketball player LeBron James, through his company LBJ Trademarks LLC, filed a trademark application for "Taco Tuesday" intended for apparel and entertainment services, but the USPTO denied it, citing the phrase's commonality and existing registration by Taco John's, which underscored growing commercial interest beyond restaurant promotions.^[29] Facing mounting challenges, including a May 2023 petition by Taco Bell to cancel the registration on grounds of genericness, Taco John's announced in July 2023 that it would abandon its federal trademark, allowing the USPTO to declare "Taco Tuesday" generic and freely usable nationwide. In October 2023, Gregory's Restaurant and Bar relinquished its New Jersey-specific rights following a settlement with Taco Bell, ensuring unrestricted use of the phrase across the entire United States as of 2025.^[27]

International Developments

Taco John's, which held a U.S. federal trademark for "Taco Tuesday" since 1989, faced challenges in extending protections internationally due to the phrase's descriptive nature. In Canada, the "Taco Tuesday" trademark is owned by the chain TacoTime, which has enforced it domestically, including through cease-and-desist actions in 2018. U.S.-based chains like Taco Bell have widely adopted the promotion in Canada without formal trademarks, offering deals such as $2 tacos on Tuesdays at participating locations. In Australia, the trademark is owned by Salsas Holdings Pty Ltd since 2011.^[30] In the United Kingdom, Taco Bell similarly promotes "Taco Tuesdays" with buy-one-get-one-free offers on items like Taco Supremes, operating without exclusive trademark claims. Mexico lacks an equivalent branded "Taco Tuesday" tradition, as tacos are a daily staple rather than a weekly promotion, but some chains have adopted similar specials; for instance, TacoPalenque offers 2-for-1 deals on Tuesdays. In Asia, particularly Japan, "Taco Tuesday" has seen cultural adaptations through fusion restaurants, hosting events like omakase-style taco tastings or all-you-can-eat specials at venues in Tokyo and Osaka, without associated legal claims as of 2025.

Cultural and Economic Impact

In Popular Culture

Taco Tuesday has permeated various forms of media, often depicted as a humorous ritual or promotional event that highlights everyday American culture. In the animated series The Simpsons, the concept appears in multiple episodes, parodying fast-food deals and family dining traditions. For instance, in the 2014 episode "The Man Who Grew Too Much" from season 25, a chaotic Taco Tuesday at Springfield Elementary features students and even adults like Homer Simpson rushing for tacos, underscoring the event's communal frenzy.^[31] Similarly, the show has referenced it in other installments, such as "Angry Dad: The Movie" from 2011, where Homer enjoys Taco Tuesday while reading a script at the power plant, blending workplace relaxation with the midweek treat.^[32] Celebrity endorsements have amplified Taco Tuesday's visibility, turning it into a viral social staple. NBA star LeBron James has been a prominent advocate, frequently posting about it on social media since at least 2017, and in 2019 sharing custom Taco Tuesday shirts with his family.^[33]^[34] His 2019 attempt to trademark the phrase through LBJ Trademarks LLC generated significant online buzz, with discussions framing it as a playful bid to protect his personal tradition, though the U.S. Patent and Trademark Office ultimately denied the application.^[29] On platforms like TikTok, influencers have fueled #TacoTuesday challenges since around 2015, encouraging users to share creative taco recipes or eating feats, such as the 2021 viral "Taco Tuesday Challenge" where participants consumed only tacos for a day. The phenomenon thrives on social media as a meme culture cornerstone, blending food enthusiasm with midweek motivation. By 2025, the #tacotuesday hashtag has amassed over 6 million Instagram posts, featuring user-generated content like recipe hacks and humorous skits that combat "Tuesday blues."^[35] Popular memes often personify tacos with puns such as "Taco 'Bout a Good Day," portraying the event as an uplifting escape, with collections of such images circulating widely on sites like Memedroid and Pinterest since the early 2010s.^[36] In film, Chef (2014) nods to it indirectly through a promotional tie-in contrasting Taco Tuesday with the movie's signature Cubano sandwiches, positioning the food truck narrative as a fresh alternative to routine taco promotions.^[37] Taco Tuesday has emerged as a significant driver of mid-week restaurant traffic and revenue in the United States, with participating establishments reporting average increases of 22% to 36% in Tuesday sales following implementation of the promotion.^[38] This boost is evidenced by a survey of 92 restaurants listed on TacoTuesday.com, highlighting how the tradition transforms a typically slow weekday into a high-volume period for Mexican and Tex-Mex venues. Additionally, taco sales at restaurants experience over a 60% spike on Tuesdays compared to other days, underscoring the promotion's role in stimulating consumer spending and supporting local economies through sustained payroll and operations.^[6] Beyond financial gains, Taco Tuesday fosters social connections by encouraging shared meals among families, friends, and coworkers, with approximately 13% of Americans celebrating it weekly, according to surveys.^[6] This practice promotes the accessibility of Mexican-American cuisine, facilitating cultural integration by familiarizing diverse communities with traditional flavors and ingredients in a casual, inclusive setting. Following the 2023 cancellation of the federal trademark, Taco Tuesday promotions expanded further, with additional chains like Jack in the Box joining in 2024.^[39] In the post-pandemic era, the tradition has contributed to reviving dine-in habits, as weekly gatherings around affordable, familiar meals help rebuild social dining patterns amid ongoing recovery efforts in the restaurant sector. While celebrated for its communal benefits, Taco Tuesday also sparks debates on health and environmental implications. Fast-food versions often contain higher levels of sodium, saturated fats, and calories compared to homemade tacos, potentially exacerbating dietary concerns like obesity and heart disease when consumed frequently.^[40] Environmentally, promotions emphasizing beef-heavy tacos contribute to elevated greenhouse gas emissions from meat production, with beef having one of the highest carbon footprints among proteins; advocates encourage plant-based alternatives to mitigate this impact.^[41]

References

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