In the contrary, it shows that both big and small companies are treated equally. What would not have been enough for a less known company was also not enough for Mcdonald's, shcih simply didn't make the effort to submit outside evidence. The judgement was a bit legalistic in so far as common sense would have said 'obviously McD sells Big Macs' but it's simply that they didn't submit the right kind of evifencr. From other articles McD seemingly was acting like a trademark bully in registering it's competitors' product names - meaning they (presumably less known outside Ireland) had to provide objective evidence. It's only right that the burden of proof is applied equally to all, McD shot itself in the foot, first in causing this issuey first by filing frivolous trademarks and trying to block a competitors entering the markety causing the whole process, and then by not making the effort to submit the right kind of evidence. No one else is to blame and this is a huge e endorsement of the fairness of the EU trademark system.
They can appeal so it will all be a non-story in a while.