Supermac’s says it is considering another appeal to the latest EU ruling. McDonald’s had unsuccessfully claimed that the registration of Supermac’s marks would conflict with its existing UK trademark rights including ‘Big Mac’ and ‘McCafé’. An EUIPO board of appeal rejected the claim by Supermac’s that there was no reasonable likelihood that the public would mistake a Supermac’s restaurant for a Big Mac burger. That case arose from an application over a decade ago by the Irish company to register ‘Supermac’s’ as an EU trademark for fast-food restaurant services. The board found that the ‘Big Mac’ trademark enjoyed an enhanced degree of distinctiveness by virtue of intensive use and recognition in the EU.