In a landmark decision, the EU General Court sided with Irish fast-food rival Supermac’s in a long-running legal battle against McDonald’s over the Big Mac trademark. The court ruled that McDonald’s failed to prove it was genuinely using the Big Mac label over a five-year period for chicken sandwiches, poultry products, or restaurants. This decision not only allows Supermac’s to expand into other EU countries but also highlights the challenges faced by small businesses against multinational corporations in trademark disputes.
Supermac’s Managing Director, Pat McDonagh, hailed the ruling as a significant victory for small businesses worldwide, accusing McDonald’s of “trademark bullying to stifle competition.” The dispute began when Supermac’s applied to register its company name in the EU for expansion purposes, leading McDonald’s to object, claiming consumer confusion due to its Big Mac trademark.
Despite the setback, McDonald’s remains steadfast in its defense of the Big Mac trademark, asserting that the court’s decision does not impact its right to use the iconic name. The U.S. fast-food giant can appeal the ruling to the European Court of Justice, the bloc’s highest court, but only on points of law. The ongoing legal battle underscores the importance of trademarks in the food industry and the significance of protecting brand identities in a competitive market.
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