The Turkish entrepreneur filed an application to register the logo as a European trademark for all kinds of food and catering services. Naturally, mega-corporation McDonalds immediately filed an opposition, and of course, the hamburger giant won the case on all fronts.


Profiting from the ‘serial trademark’

According to the European trademark agency EUIPO, the McDonald’s brand has a strong reputation in the fast-food sector, which also applies to the Mc prefix, used by McDonald’s as a serial trademark for many house brands. According to EUIPO, this is why consumers will likely link the two brands. The Turkish company is trying to benefit without paying from McDonald’s brand reputation. Therefore McK Chef is a no-go. Perhaps it wasn’t even a surprise to the Turkish company.

Bas Kist