McDonald's Loses Big Mac Trademark for Chicken Products in the EU

The American fast-food chain McDonald's has lost the right to use the Big Mac trademark for chicken products in the European Union. The decision was announced on Wednesday by the EU's second-highest court, which stated that McDonald's failed to demonstrate the use of this trademark for chicken products for at least five consecutive years. McDonald's has yet to respond to the verdict.

The ruling marks a substantial victory for the Irish rival company Supermac's. Founded in 1978 in Galway on Ireland's west coast, Supermac's offers beef and chicken burgers, fried chicken nuggets, and sandwiches. CEO Pat McDonagh welcomed the verdict, asserting that McDonald's has long wielded its trademarks as a form of bullying.

Although McDonald's can appeal the decision to the European Court of Justice, the highest judicial authority in the Union, the current ruling marks a significant change. In 2017, the Irish company Supermac's sought to revoke McDonald's right to use the name Big Mac, which was registered in 1996 for beef and chicken products and restaurant services.

The European Union Intellectual Property Office (EUIPO) initially rejected Supermac's request and confirmed that McDonald's used the Big Mac name for meat and chicken sandwiches. However, Supermac's challenged this decision, leading to the current ruling by the General Court of the European Union, which overturned and amended the EUIPO's decision.

The head of Supermac's described the ruling as a significant decision that takes a healthy approach to the use of trademarks by multinational companies. According to him, this decision represents a major victory for small businesses worldwide. "We knew it would be a David and Goliath battle," McDonagh added.

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