Irish fast food chain Supermac’s emerged victorious in a trademark dispute against McDonald’s over the Big Mac name in the European Union. The EU General Court ruled in favor of Supermac’s, stating that McDonald’s failed to prove genuine use of the Big Mac label over a five-year period for certain products and services. This decision allows Supermac’s to expand its business across the EU.
The dispute began when Supermac’s sought to register its name in the EU for expansion purposes, leading McDonald’s to object, citing potential consumer confusion. Supermac’s then challenged McDonald’s Big Mac trademark registration, arguing that the U.S. company did not use the name for specific categories unrelated to the burger.
Supermac’s Managing Director, Pat McDonagh, hailed the ruling as a victory for small businesses worldwide, accusing McDonald’s of trademark bullying to stifle competition. McDonagh emphasized the importance of the court’s decision in taking a common-sense approach to trademark use by multinational corporations.
While McDonald’s has the option to appeal the ruling to the European Court of Justice, the company expressed confidence in its right to continue using the Big Mac trademark. Despite the legal setback, McDonald’s remains committed to serving its iconic Big Mac sandwich to customers across Europe.
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