McDonald’s has unsuccessfully argued that Supermac’s registration would conflict with its existing trademark rights, including ‘Big Mac’ and ‘McCafé’. The ruling acknowledges McDonald’s substantial reputation and extensive goodwill but concludes that the differences between the two marks preclude any link being made by the average consumer. The decision follows Supermac’s successful 2024 Court of Justice of the EU ruling that delisted ‘Big Mac’ as a trademarked restaurant. Founder Pat McDonagh has expressed surprise at a separate June EUIPO ruling against his company but regards the UKIPO decision as far more significant for business operations. The ruling paves the way for Supermac’s to advance its brand development plans in Britain, though the EUIPO decision still prevents EU-wide trademark registration.