What doesn't kill you makes you stronger.

Supermac’s has won a four year battle against fast food chain giant, McDonald’s to have the use of the iconic Big Mac trademark cancelled across Europe.

Just leaving this here...😃😎💪https://t.co/OsUqbbgKk3

— Supermac's (@SupermacsIRE) January 15, 2019

Back in April 2017, the Irish firm formally submitted a request to the European Union Property Office (EUIPO) to cancel the use of the Big Mac and Mc trademarks that McDonald’s has registered in certain classes.

Supermac’s had asked the EU regulator that this take effect on the basis that McDonald’s is engaged in

trademark bullying; registering brand names... which are simply stored away in a war chest to use against future competitors.

In a landmark Europe-wide judgement, that has an immediate effect, EUIPO said that the multinational had not proven genuine use of the Big Mac trademark as a restaurant name - or as a burger.

A huge win for Supermacs!

Speaking to Independent.ie Supermac’s MD, Pat McDonagh said;

It doesn't matter how big or how small you are, it's great that you can get a hearing from the European office. I'm delighted with the result; I was hopeful for a positive outcome - but not to the extent to which we won.  It's been a long road, nearly four years, but it was worth it to help protect businesses that are trying to compete against faceless multinationals. Never mind David versus Goliath, this unique landmark decision is akin to the Connacht team winning against the All Blacks.

Maybe we'll be seeing Supermacs across Europe in the Future. Mc Donagh continued;

This now opens the door for the decision to be made by the European trademark office to allow us to use our SuperMac's as a burger across Europe. We are going to continue to pursue that.