Supermac's victory over McDonalds `end of the McBully'
IRISH burger chain Supermac's has won its long running case against fast food giant McDonald's to have the use of the Big Mac trademark cancelled.
In a landmark judgment the European Union Intellectual Property Office (EUIPO) said the US firm had not proven genuine use of the contested trademark as a burger or as a restaurant name.
McDonald's had registered the use of the Big Mac and Mc trademarks "in certain classes", RTÉ reported.
The firm had previously prevented Supermac expanding into the UK and Europe due to the similarity between its name and the Big Mac.
Supermac's managing director Pat McDonagh described it as a victory for small businesses all over the world.
"We knew when we took on this battle that it was a David versus Goliath scenario but just because McDonald's has deep pockets and we are relatively small in context doesn't mean we weren't going to fight our corner," he said.
He said the company had taken the action "to shine a light on the use of trademark bullying by this multinational to stifle competition".
"This is the end of the McBully."
The company can now register its own Supermac's in Europe as a trademark.