Big Macs v Supermac's: Irish burger chain loses trademark appeal against McDonald's
The EU Intellectual Property Office has ruled that the Irish fast-food chain Supermac's cannot register its name as a trademark in the EU due to potential confusion with McDonald's 'Big Mac' trademark. The ruling does not affect Supermac's operations within Ireland.
Why it matters
This case underscores the strict enforcement of international trademark protections and the challenges smaller regional brands face when expanding into larger markets.
Image source, Getty Images Image caption, McDonald's says the Big Mac trademark has been in place in the EU since 1998
An Irish fast food chain locked in a long running dispute with McDonald's has been told it cannot register its name as a trademark in the European Union.
In its ruling the European Union Intellectual Property Office's (EUIPO) board of appeal said Galway-based Supermac's logo and signage was too close to its US rivals Big Mac trademark.
EUIPO said there was a likelihood of confusion between Supermac's and the Big Mac trademark for English and German speaking consumers.
The ruling, made in June, does not impact on Supermac's trading in Ireland.
The Irish fast food chain had been seeking to appeal a ruling made last year that found allowing Supermac's to register its name as a trademark within the EU would lead to the likelihood of confusion.
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