McDonald’s loses Big Mac trademark case | Business News

In a surprising turn of events, McDonald’s has lost a trademark case for its iconic Big Mac sandwich. The European Union Intellectual Property Office (EUIPO) recently ruled in favor of Irish fast-food chain Supermac’s, allowing them to use the Big Mac name throughout the EU.

The case began in 2017 when Supermac’s sought to expand its operations into Europe and encountered resistance from McDonald’s, which argued that the name Supermac’s was too similar to Big Mac and could cause confusion among consumers. Supermac’s countered by claiming that McDonald’s was not genuinely using the Big Mac trademark in the EU, as they could not provide sufficient evidence of sales or marketing activities.

The EUIPO agreed with Supermac’s, stating that McDonald’s had not proven genuine use of the Big Mac trademark in the EU and therefore could not prevent Supermac’s from using a similar name. This ruling is a blow to McDonald’s, which has long relied on its strong brand and trademarked products to maintain its market dominance.

The loss of the Big Mac trademark could have significant implications for McDonald’s in Europe, as it may now face increased competition from Supermac’s and other fast-food chains. It also raises questions about the strength of McDonald’s brand and the effectiveness of its trademark protection strategies.

In response to the ruling, McDonald’s has stated that they will appeal the decision and continue to defend their trademark rights. However, the outcome of the appeal remains uncertain, and McDonald’s may have to rethink its approach to trademark protection in the future.

Overall, the loss of the Big Mac trademark case is a setback for McDonald’s and a victory for Supermac’s. It highlights the importance of strong brand protection and the challenges that companies face in maintaining their intellectual property rights in a competitive market. Only time will tell how this ruling will impact McDonald’s and its position in the fast-food industry.