Culture

Taco Tuesday Is Legally Trademarked But This Is Why That Doesn’t Really Mean Anything

If you go out on a Tuesday, it’s pretty common to see signs at various establishments that say “Taco Tuesday.” You’ll also so see “Wine Wednesday,” “Thirsty Thursday,” “Friday Funday,” etc. These are what you call familiar catchphrases, which means they’re used all the time, by people all over the world. If you ask who invented these standard terms, you’d probably say that God did, or that they’ve just existed forever. Well, that mentality perhaps might be correct, but in this great country of weird laws, it doesn’t matter who invented something but rather who puts their claim on it by trademarking it first. 

A taco chain restaurant called Taco John’s — based in Cheyenne, Wyoming — trademarked the term “Taco Tuesday” in 1989, and is sick of people using the phrase.

According to the Associated Press, Taco John’s has 400 locations in 23 states. The phrase “Taco Tuesday” is only legal for them to use in all states except in New Jersey, where someone there also trademarked the phrase before them. Guess we will never who actually coined the term int he first place. 

But the real issue here is how it can be possible for any one establishment, especially independent ones, to stop using the term that is as common as “happy birthday.” 

For years, Taco John’s has been sending cease-and-desist letters to several eateries for their illegal use of “Taco Tuesday.” Most recently they targeted a brewery that doesn’t even profit from the sale of tacos.

Freedom’s Edge Brewing Co., located near the Taco John’s headquarters, was advertising a “taco truck that parks outside its establishment once a week,” and used the “Taco Tuesday” catchphrase. Taco John’s clearly saw it and was pissed because they sent Freedom’s Edge a cease-and-desist letter to stop advertising by using “Taco Tuesday.” 

“We have nothing against Taco John’s but do find it comical that some person in their corporate office would choose to send a cease and desist to a brewery that doesn’t sell or profit from the sales of tacos,” the brewery said in a statement, according to the AP. They also said they had no idea that “Taco Tuesday” was trademarked. Hey, we didn’t either. 

People on social media say Taco John’s have taken their trademark of “Taco Tuesday” too far. 

Antone Duran said on Facebook that Taco John’s is going after the wrong people and said the term is so common it’s unfair to target an independent establishment.  

“I’ve traveled 34 states and throughout the country, I’ve heard or read “taco Tuesday” at restaurants and bars,” Duran said. “Even where I live now in Palm Springs. And I guarantee most of those places never even heard of taco John’s. So perhaps they were quick to trademark it, but they sure as hell didn’t invent it. And I guarantee they’re not going after hundreds of other restaurants throughout the country to demanding they stop. Lol. Petty for them to go after this place.”

Legal experts say that Taco John’s, unfortunately (or fortunately for the rest of us) doesn’t stand much of a chance in the court system to legally demand places stop using “Taco Tuesday.”

Seattle-based attorney Michael Atkins told the AP the catchphrase is used so commonly that it’s almost impossible to go after each entity that uses it. “Taco Tuesday” has been used everywhere from small signages at the corner shop to commercials to movies. 

“It’s kind of asinine to me think that one particular taco seller, or taco maker, would have monopoly rights over ‘Taco Tuesday,'” Atkins told the publication. “It has become such a common phrase that it no longer points to Taco John’s and therefore Taco John’s doesn’t have the right to tell anybody to stop using that.”

In some ways, we kind of feel bad for Taco John’s. They went all-in on a phrase that ended up being super popular, and now they can’t even make a profit on it. On the other hand, they’re an established restaurant making millions off of Mexican food. They’ll survive.

READ: Cautionary Tale: A Fresno Man Died During A Taco-Eating Contest And People Are Left Wondering How

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You Can Order A ‘Taco Vacuna’ And ‘La Cura’ At This Covid 19-Themed Taqueria

Culture

You Can Order A ‘Taco Vacuna’ And ‘La Cura’ At This Covid 19-Themed Taqueria

Tacovid: SaborViral / Facebook

Pandemia. Brote. Vacuna. La Peste. Although you may find these terms in a glossary about the Covid-19 outbreak, that’s not what these words actually refer to. Instead, they’re options on the menu at a Mexican taqueria called “Tacovid: Sabor Viral”, a perhaps surprisingly very successful Coronavirus-themed restaurant.

Although to many having a Covid-themed taqueria may seem morbid or disrespectful or perhaps gross – I mean who wants to order a plague taco? – the taqueria is making light of a very serious situation with humor. Something that several other businesses have done since the pandemic began.

”Tacovid: Sabor Viral” is the Mexican taqueria going viral – pun intended – for its Covid-themed menu.

Ok…virus-themed tacos don’t exactly sound appetizing. Especially, as we’re still in the midst of a very real pandemic. But one 23-year-old man in the Mexican city of León, who was forced to close down his dance studio because of Coronavirus, is counting on a Covid-themed restaurant – and so far he’s been surprised by its success.

Brandon Velázquez converted his dance academy into a taquería at the end of July, and given that Mexico and the rest of the world was – and is – in the midst of the Covid-19 pandemic decided to call it Tacovid Sabor Viral.

“I had to close my dance academy during the pandemic [but] then an opportunity arose to return to the same place, however, people still did not go out for fear of getting infected.” he told the newspaper El Universal.

“I had always wanted to open a taqueria and, at the end of July, the opportunity to do so occurred. It was how I took advantage of the moment to create this business with a coronavirus theme,” he added.

Items on the menu are named after – you guessed it – the Coronavirus and don’t sound like anything you’d willfully choose to order.

The young entrepreneur detailed the name of each dish, taking full advantage of the Coronavirus theme.

“We have around 12 different dishes, among them are the ‘Tacovid’; we have ‘Forty’, ‘Quesanitizing’, ‘Pandemic’, ‘Outbreak’, and many others. The price varies depending on the dish you order,” he told El Universal.

In addition to themed dishes, the servers also fit the Coronavirus-theme.

When the pandemic hit Mexico, the government urged Mexicans to observe “su sana distancia” and the now common mascot – Susana Distancia – was born.

“In the restaurant, a waitress dressed as a nurse with the name of ‘Susana’ takes orders and works the tables, referring to the healthy distance campaign that was implemented as a precautionary measure,” he says.

To his surprise – and honestly mine as well – the taqueria has been very successful.

Brandon told El Universal that he’s been pleasantly surprised by the support he has received from customers. “I’m surprised because we have had really good sales, despite the circumstances, we have had a lot of support by the community and we’ve already expanded to have two locations.”

“Customers are funny about the theme we are using in the business, and they are delighted with the dishes we are offering. They enjoy it and have a good time,” added Brandon.

Things are looking so good for Brandon and his Covid-themed taqueria, that he’s looking to expand the food business and add new dishes to the menu. “There is always the idea of new names for other dishes that we want to include in the menu.”

Brandon also said that he’s looking to build out a business model so the restaurant could expand to other parts of the country as a franchise.

Apparently, people are really into Covid-themed foods, as this isn’t the first place that a shop as cashed in on the pandemic. Back in April, a panadería was selling out of Covid-themed baked goods so quickly, they couldn’t keep the shelves stocked.

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A Geographer Just Created A Digital Map Of Mexico Highlighting Taco Shops And It’s A Thing Of Beauty

Culture

A Geographer Just Created A Digital Map Of Mexico Highlighting Taco Shops And It’s A Thing Of Beauty

@datavizero / Twitter

One of the biggest changes that the so called digital revolution has brought to our lives is the capacity that today’s computer systems have to process huge amounts of data. Processors today are able to run algorithms that bring together millions of data entries to find trends, cluster groups of similar objects and generate visualizations that can help us understand even the most complex aspects of science and culture. This is known popularly as “big data” and has changed the ways in which governments and companies understand reality and make decisions. For example, before high speed processing mathematicians took literally years to make sense of census data and find correlations between factors such as socioeconomic status, ethnicity, age and literacy levels.

Guess what? This can be done today with a few clicks as computers bring together millions upon millions of data entries and make sense of it all. It all sounds very geeky, but big data is defining how we live our lives, from how traffic lights coordinate to how much tax you gotta pay each year.

So all this geeky, nerdy stuff should be put to good use, o no?

Enter Mexican geographer Baruch Sangines, a true wizard when it comes to generating great data visualizations.

Credit: @datavizero / Twitter

This young scientist is the Chief Data Scientist at a company called Jetty, and he does some pretty groundbreaking research on pressing social issues such as housing and poverty.

His LinkedIn profile is pretty impressive: “Experience in public and private sector with skills to analyze and visualize data related to: commuting, transit, housing, tourism, migration, security, and urban environment. Expert in territorial analysis and passionate about the cartography and the use of Geographic Information Systems (GIS) to visualize small and big data”. Wow. hold your horses, Einstein! He is a proud graduate of Mexico’s National University and has Master’s Degree on Demographics and Statistics. 

So why did he go viral on Mexican social media in the past few days? We mean, science is sexy but not viral sexy (sadly!). All because of this map:

Credit: @datavizero / Twitter

No, it is not a visualization of WiFi points in Mexico. No, it is not a rendition of cartel activity. No, it is not a highlight of the areas in which development runs at a faster pace. It is about something much, much more relevant to everyday life in Mexico lindo y querido. Any guesses?

Nothing is more important than a delicious taco when you most need it! 

Credit: The Splendid Table

Just look at that tortilla, a bit crispy, a bit soft… and that perfectly marinated meat… 

Well, Baruch created a visualization of taco stands in Mexico and nos ponemos de pie ante tal maravilla! 

Baruch called this visualization Taco Universe, and it showcases all the registered taco stands and shops in the country. We can clearly see that there is a high concentration of taco shrines in the capital Mexico City, and that hotspots like Cancun and Cabo are also highlighted, perhaps thanks to gringo tourism craving fish tacos. The scientists used the database Directorio Estadístico Nacional de Unidades Económicas (Denue) (Statistical National Directory of Economic Units) from the federal census agency INEGI. The map highlights how taco culture is primarily based in the center of the country, with local varieties such as Puebla’s tacos arabes (a shawarma like type) increasing the traffic in that area. 

But it is important to note that many taco stands are not accounted for (and that is not this scientist’s fault).

Thousands of Mexicans subsist in an informal economy with businesses that are not registered and pay no taxes. Among these businesses, mobile taco stands reign supreme. There are hundreds of taco stands all around the country that are set up informally. Sometimes you can find the most delicious tacos there! You can also find informal vendors selling tacos de canasta, a variety that is literally carried in a basket. This map does not take these informal enterprises into account, even though they are key to Mexico’s taco culinary tradition. 

So you are curious about tacos de canasta now, aren’t you? 

Well, just look at these crispy, sweaty, fat-rich babes. Tacos de canasta are filled with guisados or stews, or with refried beans. We are almost sure that Baruch did not include them in his map, but we can forgive him for making us crave unos taquitos (we bet you are calling your comadres or compas right now to hit the taco stand) and showing us how Mexico is a country that despite its many challenges still finds time to live up to the old adage: barriga llena, corazon contento. 

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