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A fast food Supermac, from Ireland, won a legal battle Tuesday over the use of the "Big Mac" brand in Europe. The decision leaves the US company the exclusive use of the designation of one of its most characteristic products on the European continent.
The verdict comes from the Institute of Intellectual Property of the European Union (EUIPO) and puts an end to a battle raging for four years, announced the British newspaper The Guardian. McDonald's can still appeal this decision, but the Irish prison is already celebrating victory.
The fight between Supermac, founded by Irishman Pat McDonagh, and the American giant began when McDonald's decided to challenge the international expansion plans of Irish society, claiming that the brand "Supermac" could be confused with "Big Mac".
Launched by Michael "Jim" Delligatti in 1967, Big Mac was born in Pennsylvania, at a time when the American channel was limited to the sale of milkshakes and cheeseburguers. A year after its introduction, the success of the recipe has definitely put it on the menu of the restaurant chain.
In 1996, McDonald's decided to register the hamburger brand. However, this week, the European body felt that the American channel had not proved its true use of the Big Mac as a hamburger or restaurant designation.
"We are delighted, it is a unique victory against the golden arches [referência ao logótipo da McDonald’s] and we won, "said McDonaugh." It's a win for all small businesses. This prevents large companies from accumulating brands without the intention of using them, "said the creator of the Irish channel, referring to this victory as a battle between David and Goliath.
Established in 1978 by Pat McDonagh – 38 years after the founding of McDonald's – the Irish chain Supermac can now expand beyond Ireland, where it already has more than 100 establishments.
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