Fast food chain in Sweden has some fun with McDonald’s losing the right to trademark the Big Mac in the EU
Trademark bullying is becoming a new trend. Only one week after McDonald's lost the right to trademark the "Big Mac" within the EU, Burger King introduces a number of new products. What it is? Definitely not Big Macs!
For almost 65 years, Burger King and McDonalds have been rivals in who serves the best burger; is it the Whopper or the Big Mac? When McDonald's lost in the European Trademark Court against the small Irish hamburger chain Supermac's - other companies can use the name "Big Mac" within the EU.
"McDonald's just lost its trademark for the Big Mac for suing a much smaller player… it’s too much fun for us to stay away," says Iwo Zakowski, CEO, Burger King in Sweden.
Burger King now presents a brand-new product line called "Not Big Macs" for a limited period of time. This weekend, guests at Burger King in Stockholm saw a menu filled with product names that expressed exactly how their products aren’t anything like Big Macs, like how Burger King actually flame-grill their burgers.
The burgers are in reality burgers from Burger King‘s regular menu, but with temporary changed names. Names like:
“Big Mac-ish but flame-grilled of course”
“Like a Big Mac but actually big”
“The burger Big Mac wished it was”
“Kind of like a Big Mac but juicier and tastier”
and “Anything but a Bic Mac”
"Big Mac-ish but flame-grilled of course” is selling really well But we already know that people love our burgers because they are exactly that” says Iwo.