McDonald's could well face a potential increase in competition. Brands like Burger King or Quick will soon have the right to sell Big Macs, the firm's flagship sandwich.
Mcdo loses the Big Mac brand
Despite; Due to its global reach in the world of fast food, McDonald's regularly finds itself at the center of legal problems. Last April, a young trans woman had attacked the firm for gender discrimination, claiming from the industrial tribunal no less than 30,000 euros in damages.
Today, it's for a completely different case that the French's favorite fast-food brand finds itself before the EU justice system. In dispute with a competing Irish chain called Supermac's, McDonald's has just lost its exclusivity of the Big Mac brand.
Soon Chicken Big Macs everywhere in Europe?< /h2>
This Wednesday, June 5, the General Court of the European Union delivered its verdict, and announced: having restricted the exclusive use of this brand on the market; European. This measure in fact only concerns the name “Chicken Big Mac”. “McDonald's loses the European Union Big Mac brand for poultry products”, finally announced Wednesday the Court in a press release. Thus, chains like Burger King or Quick will now have the right to sell breaded chicken burgers. and name them Chicken Big Mac.
The dispute with the Irish chain Supermac's goes back a long way. 2017, when it undertook to challenge the exclusive registration of“Big Mac”for the benefit of McDonald's (since 1996). The Irish brand was delighted with this small victory. “We knew it was David against Goliath when we started this battle (…) We rejoice in this common-sense judgment”, reacted its director Pat McDonagh, who has several times reproached à McDonald's its “intimidation” practices to “stifle competition”.
For its part, the American chain reacted by highlighting a form of serenity. “This decision does not affect our right to use the Big Mac brand” and the craze for this emblematic sandwich “for decades”, said ;writes McDonald's in a press release. Here is still a real blow for the fast food giant, which was shining brightly. through its flagship product, under a name known throughout the world.