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McDonald’s loses European Union trademark battle to Supermac’s in Big Mac dispute


In a major victory for Irish fast food chain Supermac’s, the EU General Court ruled in favor of the company in a trademark dispute with McDonald’s over the Big Mac name. The court stated that McDonald’s had failed to prove genuine use of the Big Mac label over a five-year period for certain categories, opening the door for Supermac’s expansion into other EU countries.

The dispute began when Supermac’s applied to register its company name in the EU, prompting McDonald’s to object, claiming consumers would be confused due to its existing trademark of the Big Mac name. Supermac’s then filed a request to revoke McDonald’s Big Mac trademark registration, leading to the recent court ruling in its favor.

Supermac’s Managing Director, Pat McDonagh, hailed the decision as a victory for small businesses worldwide and accused McDonald’s of “trademark bullying to stifle competition.” Despite the ruling, McDonald’s remains unfazed and has stated that the decision does not affect its right to use the Big Mac trademark, emphasizing the popularity of the iconic sandwich among European customers.

The ruling can still be appealed to the European Court of Justice, the highest court in the EU, on points of law. However, Supermac’s sees the decision as a significant win that supports the rights of small businesses to compete against multinational corporations in the global market.

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Photo credit apnews.com

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