The iconic Big Mac burger It stopped being McDonald's exclusive property within the European Union about two weeks ago. The EU Intellectual Property Office (Euipo) positioned itself on the side of another Irish chain Supermac, allowing any company to use the Big Mac brand in European territory.
His biggest competition, Burger King, did not want to miss the opportunity to use the name of the hamburger in a provocative campaign: the "not Big Mac". The company has renamed some menus under that name, where it compares its products over and over again with the competition.
So, they have managed to have five variants of hamburgers. «Like Big Mac, but bigger», «The hamburger that Big Mac would have liked to be»; "Everything but a Big Mac"; «Like the Big Mac, but more juicy and tasty»; and the "Big Mac, but grilled, of course."
«Lost the rights to the Big Mac brand after denouncing a much smaller rival … It's something too fun to keep alien», Explained Iwo Zakowski, CEO of Burger King in Sweden.