Everybody knows about McDonald’s, World famous food chain known for its iconic Big Mac. But recently, McDonald’s Suffers Setback as EU Revokes Chicken Big Mac Trademark. This decision for the Chicken Big Mac could have lasting implications for the fast-food giant. Nowadays people are very much fond of food and most of the youngsters go with the chicken stuff.
This kind of situation is an important moment in the competitive world of trademarks as well as intellectual property. For McDonald’s, it is a matter of concern about their brand and market strategy. On the other hand, it is an opportunity for the competitors to explore new varieties in the fast food market.
Discuss In Detail – What is a Chicken Big Mac?
Basically, a Chicken Big Mac is a classic Big Mac sandwich. Rather than having traditional beef patties, the young generation would prefer the Chicken Big Mac features chicken patties.
It includes lettuce, pickles, a special sauce, and a sesame seed bun which instantly feels like a part of the Big Mac family. However, the Chicken Big Mac was very popular in several markets. It is not normally available like a classic version. McDonald’s wants to trademark the name “Chicken Big Mac”. The reason for that is to protect in EU to ensure exclusive rights to its branding.
Why Did the EU Decide To Revoke McDonald’s Trademark?
After a legal challenge, the EU Intellectual Property Office (EUIPO) has decided “ to revoke McDonald’s trademark. Therefore, McDonald’s Suffers Setback as EU Revokes Chicken Big Mac Trademark. Competitors argued that the name “Chicken Big Mac” was too generic. The EU says that a trademark must be distinctive and not show the product’s characteristics.
So, the name Chicken Big Mac was too straightforward that it simply describes a Big Mac made with chicken rather than beef. Therefore, the EU does not want McDonald’s to claim those exclusive rights to such a descriptive term. After doing that, they open the door for competitors to use similar kinds of names for their products or services.
Now, What Was The Impact On McDonalds?
After the decision of the EU, McDonalds feel they are losing everything. They already relied heavily on its trademarks just to maintain its competitive edge. On one side MacDonalds lost their exclusive rights and on the other hand, other companies started marketing their products by using similar names just as ”Chicken Big Mac”.
When it comes to the law, it wouldn’t matter which company has come to apply for a trademark. Trademark is not more than just a legal protection. If trademark officers pass these generic names then consumers get confused. They don’t trust any company for their buying.
Do You Want to Know What Happens Next?
McDonalds have a choice to appeal to the EUIPO’s decision. The company can argue that the name is unique or distinctiveness. Or if they prove that it is strongly associated with its brand and in the minds of customers. Then might McDonald’s regain the trademark.
The second approach for that is that McDonald’s could rebrand its product with a new distinctive name. It allows the company to regain control over its chicken sandwich. It also helps in avoiding further legal disputes and problems. Re-branding is not simple, it might be a costly and time-consuming task for a product which is already in the market. So, they have to decide which approach is better for them.
Lessons Learned By Other Businesses
After McDonald’s Suffers Setback as EU Revokes Chicken Big Mac Trademark. Other companies learned a lesson that the importance of choosing trademarks that are distinctive and not overly descriptive. All the companies carefully consider their product names which must align with trademark laws to avoid similar challenges.
Moreover, Businesses must know that trademarks are not a single aspect of brand strategy. But a strong brand involves legal protection that is a must in creating products and of course in marketing strategies. Without a trademark, McDonald’s can maintain their position by its reputation, advertising, and customer loyalty.
Conclusion
This case “McDonald’s Suffers Setback as EU Revokes Chicken Big Mac Trademark” is a notable moment in the fast-food industry. The challenges that are faced by McDonald’s in protecting the name “Chicken Big Mac” in the competitive market were not an easy task. This setback for McDonald’s is a reminder for all the companies that most successful brands must go through legal complications. They have two approaches: either fight against the law or re-brand the product name with new innovation.
In both cases, they have to pay more cost and resources. We as a team will help you so that all the legal formalities are in your budget. We have a team of professionals who have years of experience and will personally handle your problems with full honesty and privacy.