If anybody thought Supermac's would eventually back down in its trademark battle with fast food giant McDonald's, they'll need to think again.
Supermac's has this week taken the fight to McDonald's by asking the EU regulator to cancel the use of the "Big Mac" and "Mc" trademark registered by McDonald’s under certain classes, with the request being formally submitted to the European Union Intellectual Property Office (EUIPO).
Supermac's chief Pat McDonagh (pictured) has requested that the move take effect immediately on the basis that McDonald's is engaged in "trademark bullying", which he added are "simply stored away in a war chest to use against future competitors".
"This means that if any McGrath, McCarthy or McDermott with a business idea uses their name in the title of that business or product the chances are McDonald's already own the trademark and you can probably expect a knock on the door from them," McDonagh told independent.ie.
McDonagh went on to add: "McDonald's has literally registered the McWorld. It is trying to make sure that every word in the English language belongs to them if there is prefix Mc or Mac put in front of it.
"They have trademarked words like McKids, McFamily, McCountry, McWorld, McJob and McInternet in order to, over time, squeeze out smaller family based businesses."