Burger war as McDonald's hits SuperMacs with 41 page protest
Fast food giant, McDonald's has hit Supermac's with a 41-page objection against its plans to use the Supermac's name across the EU.
Upping the ante in the international trademark war between the two fast food firms, McDonald's has lodged the comprehensive objection to the EU Office for Harmonisation in the Internal Market against Supermac's (Holdings) Ltd's application to register the 'Supermac's' trademark in the EU.
McDonald's has also put on hold plans by the Galway-based firm to use the Supermac's name in Australia by objecting to its trademark there.
The McDonald's objections, if successful, will stop Supermac's expansion in the UK, the EU and Australia in its tracks.
Former teacher, Pat McDonagh (inset) started his fast food business in 1978 in Ballinasloe which now records revenues of now around €100m.
McDonald's state that the Irish firm using the name Supermac's in the EU would "take unfair advantage" of the distinctive character and repute of McDonalds's earlier won trademarks.
However, Supermac's MD, Pat McDonagh described McDonald's objection as 'spurious'.
He said: "I am optimistic that common sense will prevail and the objection will be seen for what it is. I am surprised that an objection has been lodged".
Mr McDonagh said that there is no ambiguity between the two brands in colour, design or font. Supermac's is to make its formal response to the objection in the coming weeks.