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McDonald's Loses 'Big Mac' Trademark in European Union
A top European Union court ruled that McDonald’s has lost its Big Mac trademark in the 27-nation bloc, ruling in favor of Irish fast food rival Supermac’s in a long-running legal battle.
The EU General Court’s ruling said in its judgement Wednesday, June 5, 2024, that the U.S. fast food giant failed to prove that it was genuinely using the Big Mac name over a five-year period for chicken sandwiches, poultry products or restaurants. Supermac’s filed a 2017 request with the EU’s Intellectual Property Office to revoke McDonald’s Big Mac trademark registration, saying the U.S. company couldn’t prove that it had used the name for certain categories that aren’t specifically related to the burger over five years. “McDonald’s has not proved that the contested mark has been put to genuine use” in connection with chicken sandwiches, food made from poultry products or services associated with operating fast-food, drive-through or take-out restaurants, the court said, according to a press summary of its decision.
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