McDonald's just got schooled by a plucky Irish fast-food chain in a trademark tussle over the iconic burger's name.
EU Court Restricts McDonald's Use of "Big Mac" for Chicken
Back in 1996, McDonald's registered the "Big Mac" trademark for both beef and chicken dishes served across the EU, but it seems the European Court of Justice felt that Mickey D's hadn't demonstrated "genuine use" of the Big Mac trademark for chicken sandwiches, ruling that the brand cannot use the Big Mac name for its chicken sandwiches within the EU. This follows a legal battle that began in 2017 when Supermac's challenged McDonald's trademark registration.
Supermac's Celebrates "David vs. Goliath" Victory
Supermac's, the Irish fast food chain behind this legal upset, is celebrating a "David vs. Goliath" victory, finally able to use "Big Mac" without the fear of McLawyers breathing down their necks.
Supermac's Founder Accuses McDonald's of "Trademark Bullying"
Supermac's founder, Pat McDonagh, claims the burger giant has been bullying his brand for years, noting that it went so far as to trademark "SnackBox," the name of one of his most popular items at Supermac's. McDonald's, of course, doesn't offer anything called a SnackBox on its menus around the world.
What Now for Chicken Sandwiches in the EU?
Probably not much, but it remains to be seen. McDonald's can appeal the ruling to the Court of Justice of the European Union, which is Europe's highest court. If they've got the time and money to waste on trademarking a name for a product that doesn't even belong to them, it's possible they'll keep going.
In the interim, McDonald's can still use "Big Mac" for their beef burgers. But for chicken sandwiches across the EU, it's anyone's game.
