McDonald's loses "Big Mac" trademark in the EU after a seven-year legal battle with Irish chain Supermac's, allowing other companies to use "Mac" for poultry products.
After losing a trademark dispute before the European Union on Wednesday, McDonald's is no longer able to utilize the "Big Mac" name. A high European Union court sided with McDonald's Irish rival Supermac's in a lengthy legal battle.
McDonald's inability to show that it first used the "Big Mac" brand for its chicken sandwiches, poultry products, and restaurants during the preceding five years is the basis for the EU General Court's decision.
EU Court Ends McDonald's "Mac" Monopoly
The BBC reports that other companies are now able to use the term "Big Mac" for their chicken burgers that are offered throughout the European Union, replacing McDonald's. This restaurant's large burger sandwiches made it popular, and the fast-food chain registered the term as a trademark in the EU in 1996.
Following the legal dispute with its competitor Supermac's, other companies are free to use the brand "Mac" in their locations or sell poultry goods.
Nevertheless, McDonald's claimed that the court's decision had no effect on its capacity to use the "Big Mac" trademark.However, the trademark also permits other chains, such as Supermac's, which initiated legal action, to use the name.
News reports state that Supermac's was established in Galway in 1978. With 120 locations throughout Ireland, the eatery specializes in selling chicken nuggets, beef burgers, and chicken sandwiches under the red and white logo.
According to Reuters, Supermac's financier Pat McDonagh stated on Ireland's Newstalk Radio that the court's ruling represented a major victory for anyone going by the moniker "Mac."
With this court ruling, Supermac's has provided a means to expand its business to other European Union nations.
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Small Business Triumphs Over Global Giant
Supermac's celebrated their victory against the foof giant, comparing it to "David over Goliath". According to CBS News, McDonagh emphasized that McDonald's participates in "trademark bullying."
He went on to highlight the decision's importance, saying that it is critical to understand the rationale for large, multinational corporations' trademark use.
McDonagh says it's a major win for small businesses nationwide.
Supermac's does not sell a sandwich called a "Big Mac," but a comparable sandwich called a Mighty Mac with the same ingredients.
According to Pinsent Masons IP attorney Matthew Harris, this case is a serious wake-up call for brand owners who can't just depend on the notion that consumers know and have been using their products for a long time.
McDonald's, for its part, stated that it does not foresee any immediate repercussions and that the most recent court ruling will not affect its rights to the "BIG MAC" trademark. Though the company still has the option to appeal this decision to the European Court of Justice, disputes would now need to be settled through the legal system moving forward.
In a news release, McDonald's emphasized the continued success of its Big Mac in Europe and reaffirmed its commitment to upholding a long-standing custom by helping local communities.
The highest court in Europe, the Court of Justice of the European Union, may still hear an appeal of the decision, as reported by Reuters.
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