Supermac's loses right to register name as trademark in EU following opposition from McDonald's

Supermac’s had appealed a EUIPO ruling in June 2025 which found in favour of the McDonald’s International Property Company that allowing “Supermac’s” to be registered as an EU trademark created the likelihood of confusion. The case arose from an application in May 2016 by the Irish company to register “Supermac’s” as an EU trademark for fast food restaurant services. McDonald’s opposed the application claiming “Big Mac” had been registered as a trademark for meat sandwiches since December 1998. It added:There’s no reasonable likelihood that the relevant public would mistake a Supermac’s restaurant for a Big Mac burger. It found that the “Big Mac” trademark enjoyed an enhanced degree of distinctiveness for meat sandwiches by virtue of intensive use and recognition in the EU.