Taco Tuesday is a popular phrase and event that happens every Tuesday when many restaurants offer special deals on tacos. But where did this tradition originate from? Here is a look at the history and origins of Taco Tuesday.
The Origins of Taco Tuesday
While tacos are a beloved Mexican food, the phrase “Taco Tuesday” actually has its origins in the United States. The exact origins are unclear, but there are several stories about how Taco Tuesday came to be:
- In the 1960s, the fast food chain Taco Bell ran television advertisements announcing that tacos were now on sale on Tuesdays. This campaign is considered one of the earliest references to Taco Tuesday.
- Restaurants and bars inTexas and other Southwestern states began running Taco Tuesday specials in the 1970s and 1980s to attract customers on typically slower weekday nights.
- The term became widespread through commercials for fast food chains and sports bars advertising specials on tacos and margaritas on Tuesdays to draw big crowds.
So while the exact first usage is unknown, Taco Tuesday appears to have roots in marketing campaigns and special deals at restaurants in areas where tacos were popular. The alliteration of “Taco Tuesday” made it catchy and appealing.
The Rise of Taco Tuesday
While originally popularized by restaurants and bars, Taco Tuesday gained mainstream appeal in the 1990s and 2000s through movies, TV shows, and social media:
- In the 1994 movie The Mask, Jim Carrey’s character declares “It’s Taco Tuesday!” while wearing the magical mask.
- A 1997 episode of the sitcom Roseanne showed the family celebrating Taco Tuesday with homemade tacos.
- In the early 2000s, the NBA’s Miami Heat began hosting “Taco Tuesdays” as fan promotions at games.
- As social media took off in the late 2000s, Taco Tuesday became a popular hashtag on platforms like Twitter and Instagram.
By the 2010s, Taco Tuesday was a well-established part of American culture and social media posts about Taco Tuesday meals were a weekly tradition for many households, groups of friends, and restaurants.
Taco Tuesday Traditions and Celebrations
Today, people all over the United States celebrate Taco Tuesday in different ways. Here are some of the most common Taco Tuesday traditions:
- Eating tacos at home or at restaurants offering Taco Tuesday specials
- Drinking margaritas or cervezas to accompany the tacos
- Posting pics of tacos to social media with the hashtag #tacotuesday
- Trying creative recipes like fish or Korean beef tacos instead of standard ground beef
- Hosting taco potlucks or parties among friends and family
- Using National Taco Day in October to take Taco Tuesday celebrations to the next level
Taco Tuesday has also become a popular promotional event for restaurants, bars, and brands:
- Many Mexican restaurants offer discounts on tacos and margaritas on Tuesdays
- Fast food chains like Taco Bell and Del Taco advertise Taco Tuesday deals
- Some baseball teams offer discounted or free tacos when players steal bases on Tuesdays as a “Taco Tuesday” promotion
- Online sites and news outlets post lists of the best Taco Tuesday deals to help people find specials
Taco Tuesday appeals to the American appetite for tacos, partying, and catching a good bargain – making the weekly event a cultural phenomenon.
Taco Tuesday Around the World
While Taco Tuesday originated in the U.S., the tradition has also spread internationally:
- Many Mexican restaurants in Europe and Canada host Taco Tuesdays.
- American-style Mexican chains like Taco Bell brought Taco Tuesday promotions to countries like India, Thailand, and the Philippines.
- In Costa Rica, Taco Tuesdays specials are popular at bars and restaurants in tourist areas.
- The global reach of social media allowed Taco Tuesday hashtags and memes to catch on in many countries.
However, Mexico has not traditionally celebrated Taco Tuesday, likely because tacos are eaten all the time rather than reserved for a specific day. But some Mexican restaurants are starting to offer Taco Tuesday specials based on the American tradition.
Legal Issues with “Taco Tuesday”
Despite its popularity, there have been some legal issues around the use of “Taco Tuesday”:
- In 1989, Taco John’s – a Midwestern U.S. fast food chain – trademarked the phrase “Taco Tuesday” and began sending cease and desist letters to other restaurants using the term.
- In response, hundreds of restaurants joined together to contest Taco John’s trademark as being too common and generic.
- Taco John’s defended their trademark for years, but in 2019 no longer renewed their trademark registration for “Taco Tuesday.”
- However, they still maintain some common law trademark rights to the phrase in certain regional markets.
While Taco John’s attempted to control Taco Tuesday’s use, they ultimately failed because the phrase had become too widespread. Taco Tuesday has essentially become public domain while also turning into an integral part of American culture.
Why Tuesdays and Tacos Became Linked
There are some theories as to why Tuesdays were chosen for taco promotions and celebrations:
- Tuesdays are often the slowest days of the week for restaurants, especially for dinner crowds. Taco Tuesday brought in customers on this weaker day.
- Mondays were viewed as the start of the work week, so people wanted a mini mid-week celebration. Tuesday offered that outlet.
- Alliteration of “Taco Tuesday” made it more catchy and memorable than “Taco Thursday” or other days.
- Tuesday is Spanish language day “Martes” which fits tacos’ Mexican heritage.
As for why tacos were the featured food:
- Tacos were gaining popularity in the U.S. in the mid 1900s, making them a trendy item to promote.
- Tacos are inexpensive, making them appealing for discounted specials.
- The customizable nature of tacos means there’s options for both vegetarians and meat-eaters.
- Tacos can be easily made at home or eaten at restaurants.
Together, the timing of Tuesdays and the versatility of tacos created the perfect storm for Taco Tuesday’s widespread success.
The Future of Taco Tuesday
Taco Tuesday has already been celebrated for decades with no signs of slowing down. Here are some predictions for the future of Taco Tuesday:
- Even more restaurants may offer Taco Tuesday specials to meet public demand.
- Alcohol brands associated with tacos, like tequila and beer, could increase Taco Tuesday promotions.
- Vegetarian, vegan, and alternative protein tacos may grow in popularity for more dietary options.
- Fusion tacos combining different ethnic flavors could emerge as a food trend.
- Taco Tuesday celebrations could increase via virtual gatherings, especially given remote work arrangements.
- Fast food drive-thrus and delivery apps may advertise contactless Taco Tuesdays during health concerns.
Regardless of how it evolves, Taco Tuesday has cemented its place as a fun food tradition bringing people together over tacos every week. The communal nature of eating tacos makes Taco Tuesday celebrations easy and appealing for years to come.
Conclusion
Taco Tuesday emerged as part of American food culture in the 1960s and proliferated through savvy marketing campaigns, TV and movies, and social media. It gained widespread popularity because tacos appeal to diverse tastes and special deals attracted customers. Today Taco Tuesday is celebrated across the United States – and increasingly globally – in homes, restaurants, and bars. While “Taco Tuesday” encountered some legal issues along the way, it remains a time-honored tradition combining America’s love of tacos, parties, and puns into one weekly event.