McDonald's Offers 15% Off for One Day Only Amid EU Big Mac Trademark Loss

On June 10, McDonald's will offer a 15% discount on orders through its app. Meanwhile, the EU court ruled against McDonald's exclusive right to the "Big Mac" trademark for chicken sandwiches, allowing other chains to use the name.

McDonald's Offers 15% Discount and Rewards Points for One Day Only

According to NationalWorld, for a single day only on June 10, customers who spend £10 or more will receive a discount on their bill. The offer includes MyMcDonald's Rewards points for those collecting them, with each penny spent garnering one point.

In addition, customers can donate the cash equivalent of their points to BBC Children in Need, FareShare, and Ronald McDonald House. These charities are associated with the company's dedication to funding and supporting juvenile work and reducing food poverty and waste in the United Kingdom.

McDonald's will also be able to participate in the Surprise Fries competition, which offers a chance to win one of millions of rewards by purchasing medium or large fries. Furthermore, the discount is one of many incentives available.

McDonald's has introduced the Hat Trick, a limited-time offering that includes three 100% beef patties, two slices of cheese, grilled onions, mustard, and ketchup, all served on a glazed sesame seed baguette, just in time for Euro 2024.

The McDonald's App, accessible on both Apple and Android devices, is the exclusive source of all McDonald's discounts on June 10. Customers can also begin accumulating points on all orders by signing up and opting into MyMcDonald's Rewards through the app.

EU Court Strips McDonald's of 'Big Mac' Trademark for Chicken Sandwiches After Legal Challenge

On the other side, according to BBC, a decision by the EU's highest court means McDonald's is no longer granted the exclusive right to use the term "Big Mac" in connection with chicken sandwiches sold in the European Union.

In 1996, the American fast-food chain registered the moniker for large burger sandwiches as a trademark in the EU, thereby popularizing it.

However, due to a legal challenge from Supermac, a rival chain in Ireland, other companies will now be permitted to use the name "Mac" to sell poultry products or use it in the names of their chains.

According to the European Court of Justice, McDonald's could not demonstrate its genuine use of the trademark for five years.

"McDonald's loses the EU trademark 'Big Mac' in respect of poultry products," the judges ruled.

McDonald's stated that the court's decision did not affect its right to use the "Big Mac" trademark.

However, it does allow other chains, such as Supermac, which initiated the lawsuit, to utilize the name.

In 1978, Supermac was established in Galway. The company operates 120 red and white-branded outlets throughout Ireland, distributing chicken nuggets, beef, and burgers.

It has been involved in a seven-year legal dispute with the US chain regarding brand terms, including "Mac."

Pat McDonagh, the managing director of Supermac, stated that the ruling exemplified a "common-sense approach to the use of trademarks by large multinationals."

Supermac accuses McDonald's of "bullying" smaller firms by defending its trademarks to stifle competition.

The dispute dates back to 2017 when McDonald's prohibited Mr. McDonagh from registering Supermac's as a trademark to facilitate its expansion beyond Ireland.

Mr. McDonagh argued that McDonald's was not utilizing its trademark for restaurants, and therefore, other companies should not be prohibited from using the term "Mac" in their names.

"We knew when we took on this battle that it was a David versus Goliath scenario," Mr McDonagh said.

"We wholeheartedly welcome this judgment as a vindication of small businesses everywhere that stand up to powerful global entities."

McDonald's said: "Our iconic Big Mac is loved by customers all across Europe, and we're excited to continue to proudly serve local communities, as we have done for decades."

The chain did not specify whether it intended to file an appeal against the decision.

The ECJ's ruling has been McDonald's trademark for poultry products and establishments, except for the red-meat burgers it originally applied to.

Supermac continues to contend with McDonald's regarding the trademark in the United Kingdom, as EU trademark law no longer applies following Brexit.