Stephen: Edmonton restaurant trolls McDonalds after being forced to change sandwich name

The owner of Woodshed Burgers in Edmonton is all “I’m lovin’ it!” after he received a cease-and-desist letter from McDonald’s over the name of his eatery’s fish sandwich. According to Global, Paul Shufelt originally named his dish the “Effing Filet O’Fish” as a tongue-in-cheek reference to the fast food giant’s similar menu item. Then he got a letter warning him, “McDonald’s is concerned that your restaurant’s use of Effing Filet O’ Fish…is likely to cause confusion amongst consumers and is also likely to diminish and dilute and strength of McDonald’s trademark.” So Shufelt changed the name of his seafood sandwich to…the “Mc”Effing Filet O’Fish. “I had a couple of chuckles that they were that concerned over a small, 49-seat restaurant having a burger having a similar name to theirs,” says Shufelt. “We’re going to have a little fun with it. As far as I understand, [McEffing] hasn’t been trademarked by them and we should stay out of trouble or at least have a little fun along the way.”




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