Global food chain McDonald’s has launched a trademark dispute with Supermac’s, a fast food competitor which has applied to register its trademark in the EU.
McDonald’s has lodged a comprehensive objection to its rival’s application – in a 41-page document – with the EU Office for Harmonisation in the Internal Market.
The objection is partly based on the trademarks for its distinctively named products like Big Mac, Chicken McNuggets, McMuffin and McFlurry, with McDonald’s claiming that if Supermac’s is successfully registered it is likely to cause customer confusion over its trademarked products.
McDonald’s has argued that there is sufficient evidence the public could be falsely led to believe that its competitor is actually a part of its own business.
Supermac’s, a business based in Galway, has also faced a legal challenge to its trademark being registered in Australia, with McDonald’s raising the same objections as those in Europe.
However, Pat McDonagh, managing director of Supermac’s, said: “I am optimistic that common sense will prevail and the objection will be seen for what it is.
“I am surprised that an objection has been lodged.”
Mr McDonagh emphasised that the two company’s brands are distinctive enough in colour, design and font to ensure people know the difference between them.
If McDonald’s achieves the end result it is aiming for, however, it will put an end to the expansion that Supermac’s had planned for its business operations in the UK, the EU and Australia.