​In 1989, restaurant chain Taco John’s successfully registered the trademark 'Taco Tuesday’ in all US states (except New Jersey). The company used the phrase (and an earlier version, ’Taco Twosday’) in promotions encouraging people to visit their restaurants on the quietest day of the week. The promotions were hugely successful and contributed to the growth of Taco John's over the next three decades. It is a great example of a company making their brand come to people's minds when they have a need that they could fulfil i.e. an affordable, midweek, evening meal. The trademark came to an end in 2023 after category leader, Taco Bell, successfully argued that no single company should own the rights to something that has become a widespread cultural phenomenon. It is clear 'Taco Tuesday' is an idea that is commercially valuable to anyone who sells tacos.