Stock

Big Mac battle: McDonald’s loses burger trademark for E.U. in battle with Irish rival

A top European Union court said Wednesday that McDonald’s has lost its Big Mac trademark in the 27-nation bloc, ruling in favor of Irish fast food rival Supermac’s in a longrunning legal battle.

The EU General Court said in its judgement that the U.S. fast food giant failed to prove that it was genuinely using the Big Mac name over a five-year period for chicken sandwiches, poultry products or restaurants.

The Big Mac is a hamburger made of two beef patties, cheese, lettuce, onions, pickles and Big Mac sauce, according to the company’s website.

The decision is about more than burger names. It opens the door for Galway-based Supermac’s expansion into other EU countries. The dispute erupted when Supermac’s applied to register its company name in the EU as it drew up its expansion plans. McDonald’s objected, saying consumers would be confused because it already trademarked the Big Mac name.

Supermac’s filed a 2017 request with the EU’s Intellectual Property Office to revoke McDonald’s Big Mac trademark registration, saying the U.S. company couldn’t prove that it had used the name for certain categories that aren’t specifically related to the burger over five years. That’s the window of time in Europe that a trademark has to be used before it can be taken away.

A Supermac’s restaurant in Dublin.Niall Carson / PA Images via Getty Images file

After the regulator partially approved Supermac’s request, McDonald’s appealed to the EU court.

“McDonald’s has not proved that the contested mark has been put to genuine use” in connection with chicken sandwiches, food made from poultry products or services associated with operating fast-food, drive-through or take-out restaurants, the court said, according to a press summary of its decision.

Supermac’s portrayed the decision as a David and Goliath-style victory. Managing Director Pat McDonagh accused McDonald’s of “trademark bullying to stifle competition.”

“This is a significant ruling that takes a common-sense approach to the use of trademarks by large multi-nationals. It represents a significant victory for small businesses throughout the world,” McDonagh said in a statement.

The Irish company doesn’t sells a sandwich called the Big Mac but does have one called the Mighty Mac with the same ingredients.

McDonald’s was unfazed by the ruling, which can be appealed to the European Court of Justice, the bloc’s highest court, but only on points of law.

“The decision by the EU General Court does not affect our right to use the ‘BIG MAC’ trademark,” the company said in a press statement. “Our iconic Big Mac is loved by customers all across Europe, and we’re excited to continue to proudly serve local communities, as we have done for decades.”

This post appeared first on NBC NEWS

You May Also Like

Investing

Vermont Sen. Bernie Sanders, 81, defended President Biden, 80, against voter critiques that he lacks the energy and vigor to continue leading the United...

Investing

Political advisers to both President Biden and Vice President Harris were reportedly annoyed with Democrat California Gov. Gavin Newsom over a planned debate with...

Editor's Pick

By the IoT Analytics team. A new report from IoT Analytics highlights eight notable trends helping to advance and promote digital twins. Four of...

Stock

A second delivery driver has died in Texas amid record-high temperatures, just as the regulation of workplace heat safety enters a new legal limbo...

Disclaimer: thefreedomright.com, its managers, its employees, and assigns (collectively “The Company”) do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice. The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

Copyright © 2020-2024 The Freedom Right. All Rights Reserved