relevant excerpt from https://www.theguardian.com/business/2019/jan/15/mcdonalds-l... :

> because McDonald’s had argued that similarity between Big Mac and Supermac would confuse customers

What's more ridiculous is McDonalds trademarked the name of a competitors (arguably) flagship product - which they(McD) never used:

> “They trademarked the SnackBox, which is one of Supermac’s most popular products, even though the product is not actually offered by them,” said McDonagh. “The EU is basically saying either use it or lose it.”