McDonald’s lost a trademark dispute over the Big Mac name in the European Union after a court ruled in favor of Irish fast food rival Supermac’s. The EU General Court determined that McDonald’s failed to prove genuine use of the Big Mac label for chicken sandwiches, poultry products, or restaurants over a five-year period. This decision allows Supermac’s to expand its business into other EU countries.
Supermac’s initially applied to trademark its name in the EU, but McDonald’s objected, citing potential consumer confusion with their existing Big Mac trademark. After Supermac’s requested the revocation of McDonald’s Big Mac trademark, the EU court ruled in their favor.
Supermac’s hailed the decision as a victory for small businesses, accusing McDonald’s of trademark bullying to stifle competition. Despite the ruling, McDonald’s maintained that it does not affect their right to use the Big Mac trademark and expressed excitement to continue serving customers in Europe.
The legal battle between the two fast-food giants underscores the importance of trademark use and protection for businesses operating across borders. The ruling may have broader implications for trademark disputes involving multinational companies and highlights the significance of fair competition in the global marketplace.
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