How many of you have woken up after a night of drunken debauchery craving a McMuffin, a Bacon, Egg & Cheese Biscuit, or a McGriddle, only to realize that it’s after 10:30 a.m. and you slept right through McD’s breakfast? How many hours have you spent cursing Ronald McDonald, the Golden Arches, and even the soul of poor, dead Ray Kroc for ceasing breakfast operations WAY too early to be realistic? Whispers of “McDonald’s Breakfast All Day” have yielded as much fruit as rumored release dates for Dr. Dre’s “Detox” and the sequel to “Independence Day.”
But folks, your prayers may have finally been answered. McDonald’s has trademarked the term “McBrunch,” according to company spokeswoman Lisa McComb. McComb spoke of McBrunch in a story reported by BurgerBusiness, a leading Fast Food business blog that actually exists.
However, don’t start lining up at your local McD’s just yet; McComb was careful to mention that there are no plans to roll out new menu items or make radical changes any time soon. “That sort of speculation is highly premature. We routinely file intent to use trademark applications as a regular course of business. We can’t share details at this time as to how the trademarks may or may not be used,” she said.
In fact, according to BurgerBusiness, McDonald’s previously filed a trademark for McBrunch back in 2001, but the blog believes that the Golden Arches will consider the brunch idea a bit more seriously this time, thanks to a combination of poor McDonald’s sales (this past August was the worst month in McDonald’s history) and increased interest in the chain’s breakfast fare. McDonald’s has even been testing out new brekkie items, such as pastries in San Diego and mini-bundt cakes in Boca Raton, Fla., because that’s not a Jewish stereotype at all.
Here’s hoping that McBrunch means McDonald’s will extend its breakfast menu. Maybe it will even include some McDonald’s menu items from overseas, including New Zealand’s Benedict Bagel, Australia’s Deluxe Brekkie Roll, and others. Either way, McDonald’s is at a pretty big crossroads, and it needs a big game-changer to turn things around and take on competitors such as Chipotle and Chick-fil-A. McBrunch could be the next big thing.
[via USA Today]