News

Burger King mocks McDonald's for losing Big Mac trademark in EU

February 12, 2019

McDonald's has lost its trademark for the Big Mac in the European Union after a legal battle with Supermac's, an Irish QSR chain.

The news prompted Burger King to comment and it's responded to the ruling by featuring items such as, "The King of Like a Big Mac, but Juicier and Tastier" and "The Burger Big Mac Wished It Was," at some Sweden locations, according to a report by Mercury News.

McDonald's said Supermac's burger names such as "Mighty Mac" might confuse customers, but the EU Intellectual Property Office decided that McDonald's hadn't proven "genuine use" of the Big Mac trademark in the EU.

Pat McDonagh, owner of Supermac's, celebrated the decision as a "victory for small businesses," while Burger King snickered.

"McDonald's just lost its trademark for the Big Mac for suing a much smaller player . . . it's too much fun for us to stay away," Iwo Zakowski, CEO of Burger King Sweden, said in a report by The Guardian.