Goodbye Big Mac

Prepare the handkerchiefs, because Europe will have to say goodbye forever to McDonald's Big Mac. The American fast food giant has, in fact, lost the European exclusivity of the name of its most iconic sandwich, the one made with sesame bread, two beef burgers, special sauce, lettuce, cheese, pickles, onions and invented by the Italian-American Jim Delligatti in the late 60s.

How? It all started in 2015 when the Irish chain Supermac's asked the EU Intellectual Property Office to register its mark at European level and was opposed by McDonald who, opposed to the adversary's expansion, used as official justification that the similarity between the names of the two companies could have confused the customers. A couple of years later, in response, it was the Irish brand that asked the European Union to cancel the mark "Mc" and "Big Mac" and, now, its wish was fulfilled by the European Union Office for intellectual property (EUIPO). What will happen now? Sandwich war? Perhaps, even if it seems more likely that the American colossus will now appeal to the Court of Justice of the European Union in Luxembourg.