Supermac's is launching another bid to sell its food across Europe

IRISH FAST-FOOD CHAIN Supermac’s is stepping up its bid for international expansion with a new European trademark application.

The documents will be lodged with the EU’s Intellectual Property Office (EUIPO), which until two months ago was known as the Office for Harmonisation in the Internal Market.

The move is the latest development in a long-running saga that has seen Supermac’s go head to head with international fast-food giant McDonald’s.

In January, a trademark claim by McDonald’s to the EUIPO was partially upheld – blocking a EU-wide trademark application by Supermac’s on a number of its items.

The authority ruled that if the Irish company was allowed to sell its products and services in Europe, there was a “likelihood of confusion” with McDonald’s products and services – with these including toys, food, drinks, coffee, ice-cream and meat.

Supermac's managing director Pat McDonagh

While the company didn’t secure rights over its individual products, it was granted trademark rights over its own brand and name in Europe as a result of the case.

What’s new?

With the new application today, Supermac’s will be applying to have the full range of its products and services covered by trademarks. It has withdrawn an appeal that it made to January’s decision and submitted a new request as part of the move.

This will address issues that came up when the trademark application was made for specific products back in January – although it is understood that it does not have plans to alter its products for an international market. McDonald’s may still attempt to block the new application.

Supermac’s managing director Pat McDonagh said the application was “another progressive step forward” for his company.

“We have made a new trademark application that we believe will have a strong chance of success across every single one of our products,” he said.

The company has previously signalled plans to expand in the UK and Australia to take advantage of the large expat communities in the countries.

Written by Michael Sheils McNamee and posted on TheJournal.ie