National Taco Day now the first Tuesday in October (updated)

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Taco Tuesday is officially a holiday.

Thanks to the efforts of fast-food giant Taco Bell, National Day Calendar agreed to permanently move National Taco Day from Oct. 1 to the first Tuesday in October so it aligns with the beloved weekly tradition.

Marlo Anderson, who founded the National Day Calendar website 11 years ago to track fun, unusual and unique holidays, said, “For years, we’ve celebrated National Taco Day on Oct. 4, but it’s always felt like there was a bigger opportunity to align it with something even more special … we’re excited to officially move National Taco Day to the first Tuesday in October, creating the Taco Tuesday of all Taco Tuesdays.”

The change comes about a year after Taco Bell fought to free the “Taco Tuesday” trademark so all restaurants could use the phrase.

Gregory v. Goliath

In October 2023, Gregory’s Restaurant & Bar in Somers Point abandoned its decades-old claim to own the expression “Taco Tuesday” amid a challenge from Taco Bell. Leading up to the decision, the eatery’s owner, Gregory Gregory, told NJBIZ he was uncertain how far he’d be able to take the fight due to the legal expenses.

After officially giving it up, he said, “Relinquishing the trademark registration doesn’t change that [claim], but it does allow others in New Jersey the same opportunity to build their own traditions and help spread Taco Tuesdays throughout New Jersey. We will forever be the Home of the Original Taco Tuesday.”

Three months before that, Midwestern-based chain Taco John’s handed over its rights to the trademark in 49 states.

Taco Bell Chief Marketing Officer Taylor Montgomery said in a statement, “When we liberated Taco Tuesday last year, we did it for all who make, sell, eat and celebrate tacos; but we couldn’t just stop there.”

“With National Taco Day coming up, it felt unnatural for it to not fall on a Tuesday, and as some of the biggest advocates of Taco Tuesday out there, we knew we had to help shift the holiday permanently to give taco makers and lovers the opportunity to celebrate bigger and better every year,” Montgomery said.

This year, a number of chains plan to offer special deals and discounts for National Taco Day, including several with a presence in New Jersey.

Bubbakoo’s Burritos

Point Pleasant-born Mexican fusion chain Bubbakoo’s Burritos is offering a $5 digital meal deal. The kit includes two basic tacos – a choice of soft or hard shell, filled with chicken, ground beef or pork, and topped with salsa, cheese and sour cream – plus a side of chips and salsa.

Available nationwide Oct. 1, Bubbakoo’s Burritos’ offers the deal on its website or via the chain’s mobile app.

Founded 16 years ago by restaurant industry veterans Bill Hart and Paul Altero, the franchise’s 100-plus store footprint includes more than 50 locations in New Jersey.

Additionally, Bubbakoo’s Burritos is giving five of its loyalty program members a chance to win $1,000 each. New and existing members who join the chain’s recently refreshed program by Oct. 3 are automatically entered. Winners will be announced the following day and no purchase is necessary to participate.

“We’re always looking for ways to show our appreciation to the customers who’ve made Bubbakoo’s a success,” said Hart. “While we’re famous for our burritos, this National Taco Day promotion lets our fans double up on tacos and enjoy another side of what we do best. We can’t wait to see our community take advantage of this deal and continue to engage with the brand.”

Taco Bell

Starting Oct.1, Taco Bell will host a monthlong “frenzy of Tuesday Drop celebrations.”

Each Tuesday, the fast-food restaurant will offer rewards members 10 different $1 specials – one each hour – from 10 a.m. to 7 p.m. According to Taco Bell, there will be 10,000 offers available to redeem per hour.

Within New Jersey, the chain has more than 100 locations.

On The Border Mexican Grill & Cantina

Through Oct. 13, the casual dining brand is running an “endless tacos” promotion.

For $10, guests can choose from pulled chicken and seasoned ground beef tacos when they dine in. For an extra $3, guests can upgrade to enjoy endless brisket or Southwest chicken tacos.

In New Jersey, On The Border has restaurants in Toms River, Mount Laurel, Paramus, Princeton and New Brunswick.

Chevys Fresh Mex

The brand did not announce a deal for National Taco Day 2024, but offers an ongoing Taco Tuesday promotion. As part of the deal, guests can build their own taco for $3 per taco at the chain’s two New Jersey locations (Clifton and Linden).

In the past, Moe’s Southwest Grill and Qdoba have also offered freebies for National Taco Day. As of Sept. 30, neither has announced any offers for 2024.

Qdoba

Through Oct. 3, the fast casual is offering its reward members double points on all purchases. Qdoba has 22 locations in New Jersey.

Editor’s note: This story was updated at 3:25 p.m. ET Oct. 1, 2024, to include Qdoba’s offering.