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Market
What will McDonald's new marketing campaign focus on in the EU after trademark loss by end of 2024?
4
Resolution / Starting Odds
Focus on beef products • 33%
Focus on non-poultry products • 33%
Focus on new product line • 34%
McDonald's official announcements and marketing releases
Story
McDonald's Loses EU Chicken Big Mac Trademark in Supermac’s Case
Jun 5, 2024, 12:04 PM
McDonald's has lost the rights to use the 'Big Mac' trademark for its chicken products in the European Union. The decision came after the EU court ruled in favor of the Irish fast-food chain Supermac's, which had challenged McDonald's use of the trademark. The court found that McDonald's had not used the 'Big Mac' trademark for poultry products for five consecutive years, leading to the loss of trademark rights. This ruling means that McDonald's can no longer market chicken versions of its iconic Big Mac burgers in the EU. The case has significant implications for McDonald's, trading under the ticker $MCD.
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Similar markets
Revenue drops by 10% or more • 33%
Revenue drops by less than 10% • 33%
Revenue remains stable or increases • 33%
Chicken Mac • 25%
Big Chicken • 25%
McChicken Supreme • 25%
Other • 25%
New Chicken Mac • 33%
Chicken Royale • 33%
Other name • 33%
Yes, for specific items • 33%
Yes, across the entire menu • 33%
No • 33%
Yes • 50%
No • 50%
