WOULD YOU LIKE FRIES WITH YOUR MCFIGHT?
In what seems to be an American and Irish big match in fighting for the usage of the word ‘Mc’, McDonald’s has suffered another knockdown by its contender, Supermac, after losing its exclusive claim to the use of the “Mc” prefix.
McDonald’s, a company that is no spring chicken in the industry, was founded in 1940 and has since been associated with the their famous “McNuggets”, “McMuffin” and “McFlurry”.
Supermac, which established its first restaurant in 1978, has recently argued that the “Mc” prefix was not a genuine use. The European Union Intellectual Property Office (EUIPO) heard the complaint and decided that McDonald’s had not proven genuine use of the “Mc”.
Should McDonald’s decide not to proceed with an appeal, as of now, McDonald’s is no longer allowed to use “Mc” in other products other than chicken nuggets and on some sandwiches.
It is safe to say that the McFight will not end anytime soon. A statement released by a spokesperson of McDonald’s has said, “This decision does not impact McDonald’s ability to use its ‘Mc’ prefixed trademarks or other trademarks throughout Europe and the world, and McDonald’s will continue to enforce its rights”.
Within the same year of 2019, in last January, the trade mark battle against McDonald’s and Supermac was once more won by the latter. Supermac succeeded in cancelling “Big Mac” trade mark, the burger we all know and love, in the EU trade mark usage. They have argued that the usage of “Big Mac” prohibits the expansion of their Supermac brand.
It is reported that Supermac intends to spread its (chicken) wings to beyond Ireland and Europe. Hence, the fight for the trade mark is vital. Only time will tell whether both brands will come to a solution, and whether EUIPO can be good at pouring (frying?) oil on troubled water.