McDonald's Trademarks Term "McBrunch" | NBC Chicago
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McDonald's Trademarks Term "McBrunch"

Company spokesperson Terri Hickey said speculation about the concept is “entirely premature.”

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    NEWSLETTERS

    Craving a McGriddle at noon? Enter the “McBrunch.”

    McDonald’s has filed a federal trademark registration for the term “McBrunch,” indicating a possible new meal program for the world’s largest hamburger chain.

    While McDonald’s has not yet announced plans for a “McBrunch,” company spokesperson Terri Hickey said speculation about the concept is “entirely premature.”

    “We routinely file intent to use trademark applications as a regular course of business,” Hickey told NBC Chicago. “We can’t share details at this time as to how the trademarks may or may not be used.”

    News of the “McBrunch” was first reported by BurgerBusiness, which claims the Oak Brook-based fast food chain filed a trademark registration for the term in July.

    This comes after a report that millennials aren’t munching on McDonald’s as much as they used to.

    The company has also been working to build its breakfast component, stating that the meal program makes up roughly 20 percent of U.S. sales.