McDonald’s in move to stop Irish rival Supermac’s using name in Europe

Global fast-food giant, McDonald’s, is objecting to an Irish chain’s attempt to register its Supermac’s trademark name – operating in Ireland since the seventies – across Europe.

A group playing in Supermac’s restaurant Image by Trocaire / CC BY 2.0

As Supermac’s are considering an expansion in the UK, it emerged that McDonald’s has lodged a 41-page objection to the EU Office for Harmonisation in the internal market against their rival.

McDonald’s has previous challenged Supermac’s for its use of the trademark in Australia.

McDonald’s fast-food chain Image by Mike Mozart / CC BY 2.0

In contention, according to the US-firm is the fact that using the name can create confusion, claiming it takes advantage of their McDonald’s trademarks.

Because they have trademarks like Big Mac, McDonald’s say, the Supermac’s brand would more likely cause confusion considering that both parties serve highly similar goods.

Supermac’s have argued to the contrary, and even issued a statement stressing – ‘Supermac’s…it’s not McDonald’s’.

Supermac’s belive the chains have two very “distinctive brands” with clearly identifiable menus which have different ingredients and tastes.

Pat McDonagh, the company’s managing director, says McDonald’s objection is spurious and underlines the fact that both brands have been rivals in Ireland since the seventies.

He said he got the nickname ‘Supermac’ when he played colleges football. His company is currently preparing a detailed response to McDonald’s objections..

McDonald’s though have won a number of similar objetions in the past in the Philippines (MacJoy), in the US (McCoffee) and in Scotland (McMunchies). All three of those firms were ordered to change their names.