The Big Mac Just Lost Its Trademark In Europe — Here’s What That Means

The European Union Intellectual Property Office (EUIPO) decided Tuesday, January 14th, that McDonald’s no longer holds its “Big Mac” trademark in Europe. This decision comes after Pat McDonagh, owner of the Ireland-based fast-food chain Supermac’s, took legal action in order to expand his business across Britain and Europe.

According to the Guardian, McDonald’s did not prove “genuine use of Big Mac,” a trademarked name within the chain since 1996. Therefore, the fast food giant no longer holds their Big Mac trademark in Europe, making it fair game for outsider usage.

McDonald’s, which argues that customers will be confused at the similarities between Big Mac and Supermac, can appeal this ruling in the near future.

“We said there’d be no confusion,” McDonagh said via the Guardian. “Big Mac and Supermac are two different things,”

He said of the EUIPO’s decision, “We’re delighted. It’s a unique victory when you take on the golden arches and win. This is a victory for all small businesses. It prevents bigger companies from hoarding trademarks with no intention of using them.”

McDonagh opened his first Supermac’s in 1978 — Supermac being his nickname in college — in Ballinasloe in County Galway. Since then, the chain has expanded across Ireland and McDonagh is now the managing director of 106 restaurants. With this new ruling, Supermac’s will be able to expand even further throughout the U.K. and Europe.

Just leaving this here...😃😎💪https://t.co/OsUqbbgKk3

— Supermac's (@SupermacsIRE) January 15, 2019

McDonald’s has yet to respond to the ruling. However, many fans of both chains have taken to Twitter to celebrate the win.

Fantastic results.. Well done I've been following this battle for years! RESULT 🎉

— the1&onlybarbara (@1andonlybarbara) January 16, 2019

Well played lads!!!

— Donna (@DonnaBurke13) January 15, 2019

Fantastic news well done pat & una

— Iggy Daly (@Iggy_EasyFix) January 15, 2019

Say what?! pic.twitter.com/N8VK03LKnt

— Rad ★ (@iRaz) January 15, 2019

People are ready for the expansion of Supermac’s now.

Please open Uk branches, I miss this so much

— Jamie Flanagan (@tradingwizard97) January 15, 2019

Well done on todays victory over McBully,
Now hurry up opening @SupermacsIRE in Spain🌞.
Can't wait to get a #snackbox & #CurrySauce after pints on the #Costa

— MacKeith (@Mackei32) January 15, 2019

See ye in Prague I hope 🇨🇿 bring ALL the snack boxes 😍

— E T (@dochreidte) January 15, 2019

And some are giving Supermac’s a few advertising ideas.

Should call it the "Better Mac" just to troll McDonald's hahah

— WayneyWoopa💙 (@WayneyWoopa2018) January 15, 2019

"This is the end of the McBully," Mr McDonagh stated. Excellent, well done @SupermacsIRE

— Peter Looney (@LooneyPeter) January 15, 2019

Ahem…we Americans see you.

https://t.co/rxw55pqvVe

SUPERMACS COULD PUT A GREAT SPREAD ON FOR THE WHITEHOUSE ☘☘☘

— Carmel Maye (@CarmelMB) January 15, 2019

Are yis doing these newfangled #hamberders yet? 😉🍔🍟 pic.twitter.com/uOfZ3Ni3yF

— Why not 🇮🇪 (@JaneeeMac) January 15, 2019

Congrats to Supermac’s! And if you’re a McDonald’s fan, don’t worry. You can still get your Big Macs. This ruling just makes sure Supermac’s doesn’t get into legal trouble with the big guys.