MCD
In a notable turn of events, the Luxembourg-based General Court delivered a verdict that restricts McDonald's (NYSE: MCD) from using the term "Big Mac" on poultry products. This decision comes after a lengthy tussle with its Irish competitor, Supermac's, marking a significant milestone in this enduring trademark battle.
The contention began in earnest in 2017 when Supermac's sought to revoke McDonald's right to the "Big Mac" trademark, initially registered in 1996 for both meat and poultry items. The European Union Intellectual Property Office (EUIPO) initially sided with McDonald's, validating the fast-food giant's claim over the term for its meat and chicken offerings. Not one to back down, Supermac's escalated the matter to the General Court, challenging the EUIPO's decision.
Supermac's, hailing from Galway since 1978, has carved out a niche with its beef and chicken burgers, fried chicken nuggets, and sandwiches. The General Court found merit in the Irish company's case, ruling that McDonald's had failed to demonstrate continuous, genuine use of the "Big Mac" trademark for poultry products over a five-year period in the EU. Consequently, the court nullified the EUIPO's previous ruling, effectively stripping McDonald's of its rights to use the term "Big Mac" for poultry products.
While McDonald's has remained tight-lipped in the immediate aftermath of the ruling, the option to appeal to the Court of Justice of the European Union is available. This adds yet another chapter to the ongoing legal saga identified as case T-58/23 Supermac's v EUIPO - McDonald's International Property (BIG MAC).
For traders keeping an eye on the fast-food juggernaut, this development might stir some sentiment in the market, adding a bit of sizzle to McDonald's stock performance. It serves as a stark reminder of how trademark disputes can influence even the most established brands, potentially impacting their strategic branding and menu decisions.
