Monday 21 October 2019

Marking time: Supermac's brand battle held up by Big Mac appeal

Name game: Supermac’s MD Pat McDonagh says the Big Mac appeal is a delaying tactic aimed at denting his firm’s plans. Stock image
Name game: Supermac’s MD Pat McDonagh says the Big Mac appeal is a delaying tactic aimed at denting his firm’s plans. Stock image

Gordon Deegan

McDonald's has appealed against the EU decision to cancel the trademark for its iconic 'Big Mac'.

In the latest round of the brand battle between McDonald's and Galway-based Supermac's, the US fast food giant has lodged notice of appeal with the European Union Intellectual Property Office (EUIPO) based at Alicante in Spain.

Supermac's MD Pat McDonagh said he is "not surprised" that McDonald's has lodged the appeal.

It is expected it will take at least a year for the EUIPO to rule on it.

That will further delay Supermac's application to have its own trademark registered Europe-wide to enable the business to expand. That application is being strenuously opposed by McDonald's and the EUIPO has told each party that the Supermac's trademark application won't be made until the Big Mac trademark cancellation dispute is finalised.

Mr McDonagh said the McDonald's appeal over the Big Mac cancellation ruling "is a delaying tactic" aimed at hindering Supermac's plans to grow in Europe.

Irish Independent

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