What's the Beef with Wendy's in Europe?
Updated: Jan 11, 2019
Some fast food for thought: there are virtually no “Wendy’s” fast food retail restaurants in Europe. Why? Well, it's the result of many years’ experience of Wendy’s with international franchising, as well as losing out to a local independent Dutch fast food entrepreneur back in the 1990s.
Wendy’s abandoned its trademark in Holland after the independent registered the trademark “Wendy’s” in Holland and the Benelux region. The mainstream Wendy’s tried to oust the Dutch Wendy’s and tried to re-register “Wendy’s” but lost in the Eastern European regional courts to the independent Dutch Wendy’s. Wendy’s also had been in Russia, Great Britain, Italy, Greece, and Germany, but closed these franchises because of alleged poor performance by the various franchisees.
The “lessons learned” in this series of set-backs to Wendy’s for any trademark/service mark holder is to establish your rights upon first use and continue such registration through active use and defense against any would-be infringers, no matter how small the infringers might be.
Pellegrin’s BriefCase SM/©
Volume 3, Issue #1, January 2019
#Wendys #trademark #intellectualproperty #IP #international #franchising #FastFood #Restaurants #Europe
Author’s Background: ADVERTISING MATERIAL. John Pellegrin, Esq. maintains a robust business law and management consulting practice. Areas of expertise include IP/IT, transactional and business succession planning, communications, various government agencies (FCC, FTC, USPTO, Copyright Office, FDA, and EPA), nonprofits, and wills/trusts/estates. He is admitted to practice before the U.S. Supreme Court, New York, District of Columbia, and Virginia.
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