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No one really knows who first came up with the idea of Taco Tuesday. One of the earliest references can be found in a newspaper ad for El Paso, Texas’s White Star Cafeteria from Monday, October 16, 1933, urging readers to come out and enjoy, ostensibly the next day, three “Mexican tacos” for 15 cents. In the decades that followed, the term began to appear explicitly in ads from Wisconsin to Arizona; in 1973, South Dakota’s Snow White Drive In ran an ad in the Rapid City Journal with the line “Stop In on Taco Tuesday.”

But it wasn’t until 1982 that anyone put a legal stamp on the term. That was the year that Gregory’s Restaurant & Bar, in Somers Point, New Jersey, registered it as a trademark in that state. Seven years later, Wyoming-based chain Taco John’s claimed the trademark for 49 other states.

Then came May 2023.

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