Here's a better link from a collective of European IP lawyers. The point is that McDonald's was assuming it would be treated differently than any smaller compan

Here's a better link from a collective of European IP lawyers. The point is that McDonald's was assuming it would be treated differently than any smaller company, and also that the Big Mac trademark might have been too broad to begin with, but this was not the decisive factor. http://ipkitten.blogspot.com/2019/01/euipo-cancels-mcdonalds-big-mac-trade.html?m=1 http://ipkitten.blogspot.com/2019/01/euipo-cancels-mcdonalds...