Supermac's in trademark battle with McDonald's as it plans to expand into Europe and Australia

McDonald’s has claimed that fast-food rival Supermac’s has failed to submit any convincing arguments that the two brands would not cause confusion amongst the public in the EU.

In the latest round of the overseas David and Goliath brand war, the US giant said a different legal and factual basis existing in 1978, when Supermac’s opened for business, does not entitle Supermac’s to expand to other countries in the EU, outside the Republic and the North.

In a 10-page document and attachments lodged with the EU Office for Harmonization in the Internal Market (OHIM), McDonald’s say Pat McDonagh of Supermac’s does not address the argument that the element of ‘Mac’ and ‘Supermac’s’ relates to the famous McDonald’s prefix ‘Mc’.