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The American fast food giant McDonald's saw its trademark "Big Mac" revoked Tuesday in the European Union (EU), after a legal battle against the small Irish chain Supermac. In March 2017, the Irish company filed an application with the European Union Intellectual Property Office (EUIPO) to put an end to McDonald's exclusive use of the term "Big Mac" in the EU.
Supermac accused McDonald's of engaging in "intimidation of trademarks, filing brand names simply set aside for use against future competitors," said Supermac in a statement sent to AFP.
In its judgment, EUIPO argues that McDonald's did not make a "real use" of the mark for "the goods and services for which it was filed". The brand "Big Mac" would have been filed for a variety of products, while it refers to the famous sandwich.
Asked by AFP, McDonald's had not reacted yet. The group may appeal the judgment.
"We knew it was David versus Goliath when we started this battle," said Supermac general manager Pat McDonagh, quoted in the statement. "But it's not because McDonald's has deep pockets and we're relatively small that we will not defend ourselves."
Supermac notably blamed McDonald's for preventing its expansion outside Ireland by using the similarity between the name of the Irish channel and the famous "Big Mac".
McDonagh's company, which has about 100 restaurants in Ireland and Northern Ireland, is now hoping to expand into the UK and the EU.
"It's the end of + McBully + (the" MacBrute ", ed)," said Mr. McDonagh. "This decision (…) also shows the importance of the European institutions for the protection of companies facing soulless multinationals".
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