McDonald’s needs to trademark “McBrunch”

mcdonalds mcbrunch

McBrunch may possibly just be a factor.

Burgers, fries…brunch?

McDonald’s ( MCD ) wants to trademark the word “McBrunch,” according to paperwork filed with the U.S. Patent and Trademark Office.

The burger chain filed the application in July, but McDonald’s spokeswoman Terri Hickey said it really is also quickly to speculate about what McBrunch may well entail.

“We routinely file intent-to-use trademark applications as a typical course of company,” she said. “We can’t share details at this time as to how the trademarks may or may possibly not be utilized.”

McDonald’s has been attempting to revive revenue as more modern rivals gobble up industry share.

The competitors has been specifically fierce at breakfast time, which McDonald’s relies on for about 25% of its revenue.

McDonald’s has been focusing on coffee in the past couple of many years, as Dunkin’ Donuts ( DNKN ) and Starbucks ( SBUX ) have ramped up their meals offerings.

Taco Bell, which is owned by Yum! Brand names, ( YUM ) has introduced new breakfast items, this kind of as the Waffle Taco and the Biscuit Taco , with great fanfare.

McDonald’s has also been shedding ground to regional chains, this kind of as Sonic and Jack in the Box ( JACK ) , that appeal to younger shoppers.

Meanwhile, McDonald’s has also been hurt by a food safety scandal in China , the place a supplier has been accused of offering tainted meat to a number of rapidly meals chains in the world’s most populous nation.

The company stated Tuesday that revenue in Asia, Africa and the Middle East fell 14.5% in August. U.S. income were down 2.8% last month.

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