McDonald’s Loses Trademark Battle to Supermac’s, Here’s How the Whole Fiasco Began
McDonald's (Photo Credits: Unsplash)

Supermac's won a European Union battle against global giant McDonald's. Supermac’s, the Galway-based fast food chain finally won making the burger giant McDonald’s to abandon its “big mac” trademark in Europe. The long-running battle between the two food chain had been over the use of "Big Mac" and Mc trademark. McDonald's will not be able to use the Irish restaurant's trademarks in certain fields, as per the European Union Intellectual Property Office. The whole fiasco began in the year 2015 when McDonald's filed an objection against the Big Mac's attempt to register its name as an EU-wide trademark, as the Irish chain wanted to expand to the UK and rest of EU. McDonald's Loses Big Mac EU Trademark Battle.

McDonald's claimed that the branding of SuperMac's was quite similar to them, however, Supermac's who have almost 100 restaurants in Ireland itself claimed that the founder, Pat McDonagh gained the title 'Supermac' in his football days itself. Supermac's then requested the European Union Intellectual Property Office (EUIPO) to cancel the US fast-food giant’s trademark on "Mc" and "Big Mac." Mc Donald's was accused of "trademark bullying" and registering brand names "which are simply stored away in a war chest to use against future competitors."

However, The EUIPO remarked that McDonald's had not proven genuine use of the contested trademark as a burger or as a restaurant name. EUIPO further said, "As a result, the application for revocation is wholly successful and the contested EUTM (EU trademark) must be revoked in its entirety. The EUTM proprietor's rights in respect of European Union trademark No 62 638 are revoked in their entirety as from 11/04/2017."

"McDonald's had previously succeeded in putting a stop to Supermac's plans to expand into the UK and Europe on the basis of the similarity between the name Supermac's and the Big Mac," as per reports by PTI

However, McDonald's has the right to appeal against the decision. Supermac's managing director Pat McDonagh said: "We wholeheartedly welcome this judgement as a vindication of small businesses everywhere that stand up to powerful global entities." (AFP) SMJ

(With inputs from PTI)