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Earlier this year, McDonald’s lost a legal battle in the E.U. after attempting to keep Irish burger chain Supermac from expanding.
Burgers weren’t the issue; it was “mac”—three letters that, like “Mc,” the Golden Arches contends are its sole right to use in the market, at least when it comes to food. The E.U. Intellectual Property Office’s ruling made headlines the world over—but this kind of fight is nothing new. In its Nov. 2, 1987, issue, Adweek (which is celebrating its 40th anniversary this year) devoted a full page to covering the chain’s IP militancy.
“McDonald’s
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