Following a decision by the EU’s highest court, McDonald’s no longer has the sole right to use the term “Big Mac” in relation to chicken burgers marketed in the EU.
Large burger sandwiches gained popularity thanks to the American fast-food business, which registered the phrase as a trademark in the EU in 1996.
However, other businesses will now be allowed to use the term “Mac” in their chain names or to offer chicken goods after a rival Irish company filed a lawsuit against them.
According to the European Court of Justice, McDonald’s was unable to demonstrate that it had been using the trademark legitimately for a full five years.
“McDonald’s loses the EU trade mark ‘Big Mac’ in respect of poultry products,” the ruling stated.
In a statement, McDonald’s stated that the court’s ruling had no bearing on its ability to utilize the “Big Mac” trademark.
However, it does allow other chains—including Supermac, the company that filed the challenge—to use the name.
Founded in Galway in 1978, Supermac is an Irish chain of 120 restaurants using red and white branding that serves chicken nuggets and beef and chicken burgers.
It has been involved in a seven-year legal dispute with the US business on the use of some brand words, such as “Mac”.
