SUPERMAC’S HAS WON the latest round of a long-running legal battle with McDonald’s over trademarks with the UK Intellectual Property Office ruling that the Irish fast-food chain’s name and logo can be registered in the UK. McDonald’s unsuccessfully claimed that the registration of Supermac’s marks would conflict with its existing UK trademark rights including Big Mac and McCafe. A EU IPO board of appeal rejected Supermac’s claim that there was no reasonable likelihood that the public would mistake a Supermac’s restaurant for a Big Mac burger. Mr McDonagh expressed surprise at the EU IPO ruling but said Supermac’s were considering a further appeal. However, he said the UK IPO decision was “far more significant” in terms of the impact on its business.