In a significant legal victory for Irish fast food chain Supermac’s, the European Union General Court ruled against McDonald’s in a trademark dispute over the Big Mac name. The court found that McDonald’s failed to prove genuine use of the Big Mac label over a five-year period for certain food products and restaurants. This decision opens the door for Supermac’s to expand its business into other EU countries.
The dispute began when Supermac’s attempted to register its company name in the EU for expansion purposes, but McDonald’s objected, claiming that consumers would be confused due to the existing trademark on the Big Mac name. Supermac’s then filed a request in 2017 to revoke McDonald’s Big Mac trademark registration, leading to the recent court ruling.
Supermac’s hailed the decision as a victory for small businesses, portraying it as a David and Goliath-style win against trademark bullying by large multinational corporations. Managing Director Pat McDonagh expressed satisfaction with the ruling, emphasizing that it represents a common-sense approach to trademark use.
While the ruling can be appealed to the European Court of Justice, McDonald’s remains undeterred, stating that it does not impact their right to use the Big Mac trademark. The fast-food giant expressed its commitment to serving customers across Europe and continuing its operations in local communities. The legal battle highlights the complexities of trademark disputes in the fast-food industry and the importance of protecting intellectual property rights.
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