Supermacs has won its David versus Goliath battle with fast food giant McDonald's to have the use of the iconic Big Mac trademark cancelled.

Forecourt operator Applegreen is leading the charge against plans by Supermac’s owner Pat McDonagh to build a €10m motorway plaza on the Limerick to Galway motorway.

Fast food giant, McDonald's has hit back at Supermac's in the latest round of the European brand war between the two firms.

Supermac’s owner Pat McDonagh has restarted plans to put in place a €10m forecourt plaza on the Limerick to Galway motorway.

Supermac’s has claimed that the true motivation behind the McDonald’s opposition to it operating across Europe is to prevent it from becoming a substantial competitor.

The owner of Supermacs is looking at using robots and drones to tackle potential staff shortages.

Irish fast-food supremo Pat McDonagh is poised to create 200 jobs in Cork by opening three outlets in the city.

Ireland’s newest Supermac’s officially opens its doors in Headford, Co Galway this afternoon.

Fast food giant, McDonald’s is confident that its ‘Big Mac’ will prevail over Supermac’s snack box in the firms’ European brand war.

Irish fast food chain Supermac’s has lodged a fresh trademark application with the EU in a bid to expand its presence overseas.

Supermac’s has withdrawn its application to register its brand in Australia in the latest twist in its brand war with fast food giant, McDonald’s.

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.

The EU is being asked to provide guidelines in trademark law, in light of the Supermac's dispute with McDonald's.

The David and Goliath brand war between Supermac’s and McDonald’s is set to rumble onto into next year.

“It will help them get away and help them gel as they get ready to go again. It’s the least they deserve after all the entertainment they have given us.”

Supermac’s boss Pat McDonagh yesterday accused McDonalds of showing ‘disrespect’ in its brand war with the Irish firm.