An EU court ruled on Wednesday that McDonald’s has lost its trademark “Big Mac” for chicken products but kept it for beef, following a long-running dispute with Irish rival Supermac’s.
The ruling by the General Court followed a move by the EU Intellectual Property Office in 2019 that revoked McDonald’s registration of the trademark, arguing that the world’s largest fast-food chain had not shown genuine use of it over the five-year period before the case was filed in 2017.
Supermac’s claimed that McDonald’s used the trademark to prevent the expansion of Supermac’s in the bloc. The EU regulator found that the US company was not able to show so-called genuine use of the “Big Mac” trademark, which had been registered for McDonald’s in 1996.
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