Goodbye, the court strips McDonald's of the Big Mac trademark

For anyone who steps into McDonald's frequently, you're probably familiar with the menu's Big Mac, which is a double-layered beef burger. This menu, topped with a juicy sauce, has been around so long that it may be many people's favorite dish.

But did you know that McDonald's recently lost the trademark for this signature name?

Last Wednesday, the European Union Court ruled that McDonald's could not find evidence proving that it used the name “Big Mac” instead of chicken burgers or other chicken dishes or instead of restaurant names. More than a period of 5 years

what does that mean? Let's try to sort the stories together.

A legal battle between two fast food franchises

The whole problem began when the Irish fast food company Super Mac wanted to register a company in the European Union to expand its business, but the famous American company McDonald's objected. Due to fear that customers might be confused by the menu name “Big Mac”

However, Supermac refused and decided to send an application to the European Intellectual Property Office to consider canceling the Big Mac trademark because according to EU law, if a company does not use the trademark for more than 5 years after registering it, another company can do so. Submit a request to remove this trademark.

In that case, the court concluded that “McDonald's cannot successfully assert that it is using the Big Mac name to sell its chicken burger menu items. The menu items are made from chicken or in restaurant management,” resulting in the iconic brands losing their trademarks.

So why is McDonald's forced to give up?

Image from Shutterstock

After the court ruled in favor of Supermac's, McDonald's did not give up the battle. The company decided to file another appeal before the European Court of Justice. This is the highest investigation in the European Union.

Pat McDonagh, Managing Director of Supermac We call this situation “bullying brands into submission to competitors.”

He also added that “this is the usual way for large multinational companies. So winning the case this time is a huge victory for small companies around the world.”

However, McDonald's is unfazed. Continuing to fight the issue, the company itself has come out to explain that “the European Court's decision does not affect our rights to use the Big Mac trademark.”

“The Big Mac is loved across Europe. We will continue to serve local residents. Just as we have for decades,” McDonald's said in a statement.

source – CBS News

Follow news from Brand Inside on our Facebook page.

Leave a Reply

Your email address will not be published. Required fields are marked *