McBrunch? Is McDonald's About to Become the Brunch Hot Spot?

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Would you 'McBrunch'?

Sept. 11, 201403:16

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Could Eggs McBenedict along with virgin McMimosas and McMary's be coming to a drive-thru near you?

McDonald's has filed a federal trademark registration for the term "McBrunch," a company spokeswoman confirmed. The move may be intended to lure brunch-obsessed millennials to bust out their Apple Pay at the struggling fast food chain, or simply a way to extend the restaurant's breakfast fare past the 10:30 a.m. cutoff at most locations. Or it may never happen at all.

Company spokeswoman Lisa McComb said it was "highly premature" to start speculating about a McBrunch menu. "We routinely file intent to use trademark applications as a regular course of business," McComb told USA Today. "We can't share details at this time as to how the trademarks may or may not be used."

The trademark was filed in July, but first reported Wednesday by fast food blog BurgerBusiness, which noted the company had applied for the same trademark back in 2001, but abandoned the application.



- Jillian Sederholm