McDonald's vs Supermac's: How McDonald's Lost the BIG MAC Trademark

Supermac's and McDonald's battle started when McDonald's filed an objection to Supermac's planned expansion in the EU. That much, like it or not, was business as usual. But the battle turned into a war when McDonald's tried to take the trademark for one of Supermac's signature dishes, the Snack Box. Supermac's next move was, quite frankly, unbelievable. They filed a claim with the courts that McDonald's was not using the BIG MAC trademark. But what was even more unbelievable was that McDonald's LOST that battle in court. This is the story of that case, and how McDonald's failed to prove that they were using the BIG MAC trademark.