An Alberta restaurant owner is sparring with McDonald’s over the name of his fish burger.
Paul Shufelt of Edmonton’s Woodshed Burgers received a formal cease and desist letter from McDonald’s this week, suggesting that his burger, the “Effing Filet O’Fish,” was violating the chain’s trademark name Filet O’Fish.
The letter, posted on Woodshed Burgers Instagram page, said that McDonald’s is concerned about the burger joint’s use of the term “Effing Filet O’ Fish,’ specifically in association with a sandwich or burger menu item.
“[It] is likely to cause confusion among consumer and is also likely to diminish and dilute the strength of McDonald’s trademark,” it said.
View this post on Instagram
So apparently someone’s lawyers didn’t like the name of our *Effing Seafoods Fillet o Fish* burger… We have promptly ceased the use of the name as requested and registered the trade name and renamed our burger the *Mc Effing Fish Fillet* #lawyers #lawyer #mc #flattery #law #mick #effingrob #tm #trademark #yegburger #yeglawyer #withoutprejudice #ceaseanddesist
Shufelt told the Edmonton Sun that McDonald’s concerns are “laughable.”
“If anyone were to mistake my burger for their thin, frozen fish burger, I think they’d be nuts,” he said. “If anything, they’re just making their situation worse by going after a little guy like us.”
As stated in Woodshed’s most recent Instagram post, the restaurant has ceased the use of the name and re-named the burger on its menu to the McEffing Fish Filet.
“Let them come at us,” Shufelt said. “They can have a pissing match with a small, 40-seat restaurant in Edmonton over the name of a burger.”