Marketing

Taco Bell celebrates trademark win with DoorDash freebie

Provided by Taco Bell

September 6, 2023

In celebration of liberating the Taco Tuesday trademark so restaurants can freely use "Taco Tuesday," Taco Bell will pay for tacos on Sept. 12 for fans and those who enjoy tacos elsewhere — as long as they're ordered via the DoorDash app.

The brand is partnering with DoorDash and creating a $5 million taco tab to cover a portion of taco fans' orders from any participating vendor selling Mexican cuisine, according to a press release.

Yes, that mean a DoorDash taco order from somewhere other than Taco Bell could be covered by the tab.

"Taco Tuesday belongs to all who make, sell, eat and celebrate tacos, and this Free-For-All will not only thank taco fans who supported the cause, but will also spotlight local restaurants and vendors who can now embrace Taco Tuesdays without fear of legal action," Taco Bell U.S. CMO Taylor Montgomery said in the release. "When tacos win, we all win. We all win when Taco John's decides to release its trademark registration, we all win when taco vendors everywhere are free to join the movement, and we all win when taco fans can freely celebrate and support Taco Tuesdays at Taco Bell or anywhere else."

In late July, Taco John's decided to abandon its Taco Tuesday trademark registration and Taco John's made a donation to CORE (Children of Restaurant Employees) for $40,000, which the Taco Bell Foundation has matched.