Daily Management Review

McDonald’s loses “Big Mac”


01/17/2019


“Big Mac” is no longer owned by McDonald’s completely. The company has lost the exclusive right to this name - however, only in the territory of the European Union.



jo.sau
jo.sau
A sesame seed bun, two chops, sauce, cheese, cucumbers, lettuce and onions. This recipe turned 50 years old in 2018, and McDonald’s widely celebrated the anniversary of its famous burger. However, now the promoted hamburger can be included in the menu of competing networks in Europe, even though since 1996 only McDonald’s had the rights to this trademark. The chain could not only produce products with this name, but also, for example, open a separate “Big Mac Cafe”. But, as the European Union’s bureau on intellectual property believes, the company did not realize its potential, and therefore it doesn’t have the right to own Big Mac.

The question of the right to the name "Big Mac" was raised by the Irish fast food network Supermac's. It wanted to enter the EU market, but could not because of McDonald’s opposition. The American company believed that buyers would confuse "Big Mac" and "Super Mac". Most likely, in the near future, McDonald’s competitor will register his own rights to the trademark with the word “Mac”.

McDonald’s said they would appeal a decision about the Big Mac. But even if the appellate court does not side with the network, the loss of rights will not do much damage to the company's burger name. For McDonald’s, the parent brand McDonald’s is more important, and “Big Mac” is in any case tied to restaurants. Therefore, there is no tragedy.

It is curious that in 2016 McDonald’s actually received exclusive rights to the “Mac” prefix in the names of ready-made meals and drinks in Europe. Then a certain Singaporean company, which wanted to register the brand “MacCoffee”, opposed. But a European court ruled that Mac has a strong relationship with McDonald’s among consumers.

source: forbes.com






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