Big Mac: a blow for McDonald’s under trade mark law
The Irish fast food chain Supermac’s has today scored a major success in a long-running trade mark dispute against McDonald’s. The European trade mark ‘Big Mac’ registered for McDonald’s can no longer claim protection for chicken sandwiches, food prepared from poultry products, and services provided in connection with or related to the operation of restaurants and other establishments offering food and drink prepared for consumption, drive-in facilities and the preparation of take-away meals (EGC, judgement of 05. 06.2024, T-58/23 – Supermac’s ./. EUIPO – McDonald’s International Property (BIG MAC).
Wow. What went wrong for McDonald’s?
In 2017, Supermac’s claimed that McDonald’s had not used the ‘Big Mac’ trade mark for a continuous period of more than 5 years. In 2019, the European Trade Mark Office (EUIPO) ruled that the ‘Big Mac’ trade mark should be cancelled. David against Goliath, the press reported. (more…)