Page 135 - CL How to Read a Case Study

In fact, McDonald's has historically been "extremely litigious"

in the area of trademark law and usually won its battles.

Supermac’s success “is built on a unique menu, ideally suited

to local tastes, using real food and food ingredients sourced
locally wherever possible and enhanced by quality in every

aspect of the operation. This quality philosophy has been

recognised by the Gilbey’s Award for Food Excellence and the

Excellence Ireland Hygiene Mark. The quality of service is
underwritten by Supermac’s staff, who gives the restaurants

their unique, friendly atmosphere.” (Ref 9)

Moreover, the family chain of restaurants was projecting a

spend of €40million on Irish farm produce in 2019

commenting that “We are strongly committed to Irish farmers

and the farming community in general,”

“Since we introduced our Fresh range of beef and chicken

products, customers have indicated that quality, taste and

traceability are key factors when they are choosing their food.
We work hard to let them know that our beef and chicken

comes from Irish farms and supports Irish farm families. We

still have some of the same suppliers that we had 35 years ago

and that depth of relationship and the trust built up over the
years is key to the success of our Fresh range. It means that

when a customer comes to the Supermac’s counter they know

that the Grilled Chicken Sandwich they order is fresh and never
frozen, 100% Irish chicken that comes from Irish farmers.” (Ref 9)