McDonald’s Next Play: McBrunch?

OAK BROOK, Ill. — McDonald's Corp. may be targeting a new mealtime after filing a federal trademark registration for "McBrunch" in July, according to a BurgerBusiness report. However, there's no guarantee the fast-food chain will put the trademark to use.

"We routinely file intent to use trademark applications as a regular course of business," a McDonald's spokesperson confirmed. "We can't share details at this time as to how the trademarks may or may not be used."

McDonald's previously applied for a "McBrunch" trademark in 2001, but abandoned it without putting the term to use, according to the report. Recently, though, it has been actively testing new morning food options, including breakfast pastries in San Diego and mini bundt cakes in Boca Raton, Fla., and Nevada.

The addition of "McBrunch" could be a positive change for McDonald's, which announced a 2.8-percent decline in same-store sales in the United States in August, as well as a 3.7-percent decline in same-store global sales.

Recent performance in the U.S. was affected by slow industry growth and a highly competitive market, said McDonald's CEO Don Thompson, who noted in a news release that the company is "addressing its service, value and menu opportunities to enhance customer service and loyalty."