Taco Bell finally gets to celebrate Taco Tuesday. It’s a big win for the chain, which had been leading the “Taco Tuesday liberation” in an effort to free the term from trademark. Now that the phrase is up for grabs, the chain has big plans to celebrate. Also this week, we have an update in Subway's Name Change Challenge.
Here’s a look at what’s new in restaurant marketing.
Taco Tuesday liberation
Which side were you on in the great Taco Tuesday battle of 2023? If you don’t know what I’m talking about, you must be living under a rock.
It started in May, when Taco Bell petitioned the U.S. Patent and Trademark Office to end Taco John’s registration for the Taco Tuesday trademark.
The clash ultimately ended last month when Taco John’s gave up the trademark, asserting it wasn’t worth the money to fight for it. Instead, the taco chain said it would donate to the nonprofit Children of Restaurant Employees.
In the aftermath of its victory, Taco Bell is rewarding diners with free tacos. On Sept. 12, Taco Bell is teaming up with DoorDash to open a $5 million tab to cover a portion of taco orders from any participating vendor that sells Mexican cuisine.
In addition, all Taco Bell locations are offering a free Doritos Locos Taco every Tuesday until Sept. 5.
Subway's Name Change Challenge
Apparently, there are more Subway superfans than I thought. And a lot of them aren’t that attached to their names. Nearly 10,000 people signed up for the sandwich chain's Name Change Challenge in 96 hours, according to Subway. The challenge entry period ran from Aug. 1 to Aug. 4, with the prize of free Subway for life. The chain hasn’t announced the winner yet but says it will do so later this month. Which means someone will have to actually go through with legally changing their name to Subway.
Mad Greens' blast from the past
Salad concept Mad Greens is tapping into nostalgia with a scratch and win game. Every guest over the age of 18 who buys an entree through Sept. 3 will receive a game card. The prizes range from one free fountain drink to a free entree every week for an entire year. The promotion, called the Lucky Croutons Scratch & Win, is being reintroduced for the first time since 2019. Mad Greens said the game has built up a loyal following for over a decade. The salad concept is the latest chain to tap into nostalgia marketing by bringing back a promotion from its past.
Book Lovers Day
I know, it might not seem like the most food-centric day, but Sonic is using the event to celebrate back-to-school season with a generous donation. Beginning Aug. 9., the Sonic Foundation will give up to $100,000 in to match donations to classroom projects requesting books at Equity Focus Schools. Reese’s Book Club, helmed by actress Reese Witherspoon, and the Sonic Foundation will match all public donations on Book Lovers Day made to reading-related projects on the DonorsChoose platform.
In addition, Sonic will donate $900,000 to match donations to classroom projects on the DonorsChoose platform in Sonic markets, beginning Aug. 15, in honor of National Back-to-School Prep Day.
The chain is also celebrating teachers, faculty and staff at K-12 schools and universities by offering a free three-piece Buffalo Chicken Dip Bites with a purchase. To score the free item, faculty and staff can enroll in the Sonic Teachers Circle, a rewards program for educators. The offer is valid Aug. 14-21.
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