Baja-Style Fish Tacos
in the 1950s. In reality, the original patents for making taco shells were awarded to Mexican restaurateurs 10 years earlier. In the 1940s, Mexican cookbooks described the way to make these shells, by taking a tortilla, frying it, and bending it over to form the distinctive U-shape. circa 1960
Inside one of Taco Bell’s first kitchens, which used pre-fried taco shells to fulfill orders more quickly.
10 TASTE | Summer 2022
In 1970, Taco Bell went public with a total of 325 restaurants, and Americans were hooked. Restaurants nationwide began enticing diners with specials on this popular cuisine. In 1973, the South Dakota's Rapid City Journal placed an ad for a local drive-in that asked people to “Stop in on Taco Tuesday.” Despite this being the earliest known mention of the term “Taco Tuesday,” it hasn’t stopped countless other taco chains from laying claim to it over the years. Taco John’s, one of the largest Mexican restaurant chains in the United States with 400+ stores, claims to have registered this ubiquitous phrase in 1989. On its website, Taco John’s exhorts: "Ever hear of Taco Tuesday®? We started it! We even trademarked it." Over
the years, Taco John’s has become increasingly infamous for their frequent cease and desist notices sent to smaller businesses, all of whom use the phrase Taco Tuesday in their marketing. Although these efforts haven’t been especially effective, Taco John’s continues to fight for the sole use of the phrase, much to the displeasure of many. NBA super-star LeBron James joined the fray in August 2019. James, a long-time fan of Taco Tuesday, has regularly posted videos to Instagram of himself chanting “Taaacccoooo Tuuueesssdddaaayyy!,” resulting in eager fans asking James to repeat this chant during Los Angeles Laker games. He decided that he too would try to trademark the phrase Taco Tuesday, but the United States
PHOTOS TOP TO BOTTOM): AMANDA RENÉ PHOTOGRAPHY; COURTESY TACO BELL
Baja-style fish tacos, discovered in Baja and served at roadside stands, were originally fried so they could be served up fast and hot, just like these “Baja Fish Tacos” from Sawtooth Brewery. Battered using their Lost River Lager and fried until crispy and golden, these traditional Baja fish tacos are quick and addictive.