Burger King grills McDonald’s over lost ‘Big Mac’ trademark in EU

After McDonald’s lost its Big Mac trademark in the EU, Burger King has added the name to its own menu – with a twist.

Earlier this month, McDonald’s lost a hard-fought trademark battle for its iconic ‘Big Mac’ to a small Irish restaurant chain, Supermac. The EU Intellectual Property Office ruled that the fast food conglomerate was not using the trademark in accordance with EU law, leaving the burger’s name immediately available.

Unable to resist, Burger King Sverige (Sweden) took the opportunity to try the Big Mac title for itself. Alongside Burger King staples such as the Whopper, this week the fast food restaurant’s menu saw additions such as the ‘Like a Big Mac, but actually big’, the ‘Burger Big Mac wished it was’ and the ‘Anything but a Big Mac’.

Iwo Zakowski, CEO of Burger King Sweden comments on the recent menu alterations; “McDonald’s just lost its trademark for the Big Mac for suing a much smaller player… it’s too much fun for us to stay away.”

This certainly isn’t the first time Burger King has attempted to make a fool of its long time rival. In fact, the brand has almost turned it into an annual tradition. For Halloween in 2016, Burger King dressed up one of its New York restaurants in the scariest outfit it could think of: a McDonald’s.

Responding to the stunt, a McDonald’s spokeswoman told Business Insider, “Who wouldn’t want to masquerade as McDonald’s for Halloween when we are serving up treats like McCafé beverages, apple pies and our World Famous Fries.”

In 2017, during a screening of Stephen King’s film-adapted IT, featuring Pennywise the creepy clown, Burger King sponsored the movie’s credits with a simple message, “Moral of the story is: never trust a clown.”

Last year, Burger King roped McDonald’s into its latest discount deal, offering customers a Whopper for only a single cent, so long as the ordered it from the Burger King app while in close proximity to a McDonald’s.

 

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Josh Loh
BY Josh Loh ON 1 February 2019
Josh Loh is a newswriter and editorial assistant at MarketingMag.com.au