It was last year that Irish fast food brand Supermac’s trademark applications for a number of food and drinks services were rejected by the then-named EU Office for Harmonization in the Internal Market (now the European Union Property Office – EUIPO), thanks to the efforts of rival fast food chain McDonald’s. Supermac’s came out of that trademark dispute able to use its brand name in the EU, but prohibited from selling products in certain categories like chicken nuggets, chips, hamburgers, and others.
Then, in February 2017, McDonald’s filed a 41-page objection against Supermac’s plans to use the name in Europe claiming “unfair advantage” of its “distinctive character and repute.”
Now Supermac’s is taking action against McDonald’s. The company has submitted a request to the EUIPO to cancel some of the Big Mac and Mc trademarks registered by McDonald’s. Amidst claims of “trademark bullying,” Supermac’s claims that McDonald’s registers brand names that “are simply stored away in a war chest to use against future competitors.”