McWorld

Fast food chain Supermac’s has requested the European Union Intellectual Property Office (EUIPO) to cancel trademark registration for “Big Mac” and “Mc” by McDonald’s.

Supermac’s is of the opinion that McDonald’s is engaged in “trademark bullying”. According to the company, the fast food giant is monopolising names which they do not even use. The names “are simply stored away in order to pulverise some future competitor just as this corporate giant has already tried with Supermac’s”, the company said in a statement.

McDonald’s is known for having registered a wide variety of words with the ‘Mc’ prefix, including McCountry, McKids, McFamily, McHome, McWallet, McRecycle, McJob, McChoice, the McNet and McInternet, and many more.

Supermac’s has stated that McDonald’s “has literally registered the McWorld”.

Earlier this year, McDonald’s objected to Supermac’s plans to use the Supermac name in Europe stating that it would “take unfair advantage of the distinctive character and repute of” McDonald’s earlier trademarks.

We have a feeling that this ‘fast food trademark war’ is going to take a long time.

Erwin Hauër

“Hoop is geen strategie.”

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