McDonald’s Trademarks ‘McBrunch’
By Sarah Baker • September 11, 2014
McDonald’s Corp. in July filed a federal trademark registration for the term “McBrunch.” The brunch idea may be back under consideration more seriously this time, in part because of the continuing poor sales performance. McDonald’s has been showing increased interest in upscale morning fare. Since breakfast already has been extended “backwards” through the “McDonald’s After Midnight” hybrid breakfast/dinner menu from midnight to 4 a.m. Brunch could be a weekend-only event with a special menu.