Is McDonald’s ready to stretch its breakfast hours a little later?
The Oak Brook fast-food chain has applied to trademark “McBrunch,” a word that would apply to a time of day that runs later than 10:30 a.m.
A McDonald’s spokeswoman told industry blog BurgerBusiness, “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.”
McDonald’s has long wanted to serve breakfast later or even throughout the day. A sticking point has been how to serve up both the breakfast and lunch menus from the same kitchen.
Last year the company began offering an “After Midnight” menu at some restaurants. The menu offers an Egg McMuffin, Big Mac and Chicken McNuggets, which customers can pair with either fries or hash browns.