For just over two weeks ago went hurtigmatgiganten on a painful defeat when patentmyndighetene in the EUROPEAN union decided that the chain no longer get to have trademark protection for burgerflaggskipet “Big Mac”.
It knows its main competitor Burger King to exploit. For a limited period of time, they have now begun to sell the dishes under the product line “Not Big Mac” on the branch offices in Stockholm.
Burger King’s YouTube channel has posted a video where the customers are going to one of the restaurants and order dishes like “The burger Big Mac wished it was” and “Anything but a Big Mac”.
It was, according to Reuters the irish hurtigmatkjeden Supermac’s which took up the fight about varemerkenavnet. McDonald’s will for a long time have felt that the Supermac’s name was too close to their own, and thus worked to block the irish from the to expand to major markets in the EUROPEAN union.
– That McDonald’s is losing varemerkebeskyttelsen for Big Mac when they shut a much smaller player out of the market is too fun to stay away from, ” says the managing director of Burger King Sweden, Iwo Zakowski, to the Swedish newspaper Expressen.
He says to the newspaper Dagbladet that the reaction has been great. It is in the first instance only in Sweden that they are running the stunt, but that the future will show whether it also should be done in other countries.
Marketing and communications director of mcdonald’s Norway, concluded mr Ekstam, do not want to comment on the allegations about what should have happened in other countries, but writes in an e-mail to the newspaper Dagbladet that they basically are for competition, and welcomes both small and large competitors welcome to Norway.
He says Burger King’s prick just shows the strength of the company and the position.
– It clearly shows the strength of the “Big Mac”-the name when the competitors choose to use this in your own marketing. When it comes to Norway, I think that everyone knows that there is only one Big Mac and get one at McDonald’s.
He tells us further that they are not planning something similar stunt to respond to Burger King’s prick, other than to continue to tell about their own dine.
Found a live worm in McDonald’s burger
