McDonald's hits back at Supermac's
Fast-food giant McDonald's has hit back at Supermac's in the latest round of the European brand war between the two firms.
The US firm has lodged a fresh 40-page submission with the EU Intellectual Property Office (EUIPO) as it seeks to prevent Irish food chain Supermac's from expanding its brand across Europe. Advancing its case earlier this year for the registration of the Supermac's brand in Europe, the Galway firm said since 1978 it had operated as Supermac's in Ireland without any complaint.
However, in its rebuttal, McDonald's said that facts around Supermac's history and the alleged long-standing co-existence of McDonald's and Supermac's and their trademarks in Ireland "are of no relevance" to the current proceedings. The US giant also claims that Supermac's argument - that McDonald's opposition to the Irish brand is potentially an abuse of McDonald's position as the number one fast food chain in Europe - "cannot prosper".
McDonald's says there remains a likelihood of confusion between the two brands and that the Galway firm has not provided any convincing arguments to counter that and has asked the EUIPO to refuse the Supermac's application.
Yesterday, Supermac's supremo Pat McDonagh said he remains confident that his firm's application will be successful. "Absolutely, if logic and common sense prevails. We should be successful. We await the decision of the EUIPO."