Fast food chain Supermac's has stepped up its battle with McDonald's to have its company name registered across Europe with Managing Director Pat McDonagh personally handing in a submission in Spain today.
Mr McDonagh travelled to Alicante to deliver a submission to the Office for Harmonisation in the Internal Market (OHIM), following moves by McDonald's to stop the Supermac's trademark being registered throughout Europe.
Supermac's operates over 100 outlets in Ireland and Mr McDonagh, a former schoolteacher who opened the first premises in Ballinasloe in Co Galway in 1978, said the company has received requests to open in 15 cities across Europe.
However, expansion plans have met with opposition from McDonald's, with the American fast-food giant lodging a 41-page objection to the OHIM, which oversees trademarks and designs.
Mr McDonagh has now responded to that objection by delivering Supermac's submission today.
"I am optimistic that common sense will prevail. Supermac's has traded successfully alongside McDonald's in Ireland and Northern Ireland for over 30 years and I don't believe this could be any different in other countries," said Mr McDonagh, who is in the process of opening eight new outlets in Ireland this year.
He based the name of the new business in 1978 on his nickname from his schholdays in Carmelite College in Moate, when he became known as 'Supermac' in deference to the Newcastle United and England footballer Malcolm MacDonald.
"I am confident that the true facts of Supermac's case have been presented clearly to the Office for Harmonisation in the Internal Market today. Supermac's has long been regarded as a steadily growing business throughout its 37 years in existence.
"We are responding to demands coming from fifteen cities internationally for the opening of Supermac's restaurants," he added.