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# McDonald’s Files For ‘McBrunch’ Trademark

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<!-- video src="https://cdn.jwplayer.com/manifests/5RLbUivm.m3u8" -->
## Video: McDonald’s Files For ‘McBrunch’ Trademark

[Watch (HLS stream): McDonald’s Files For ‘McBrunch’ Trademark](https://cdn.jwplayer.com/manifests/5RLbUivm.m3u8) (1:41)

![McDonald’s Files For ‘McBrunch’ Trademark](https://cdn.jwplayer.com/v2/media/5RLbUivm/poster.jpg?width=720)

_Published 2014-09-11. McDonald’s quiche? Ronald McDonald slicing up prime rib at a roasting station? What are we talking here with the fast food chain filing to trademark the phrase “McBrunch?” McDonald’s won’t say._


---

Jul 27, 2023 5:14 PM UTC

---

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---


## Transcript

There might be a new menu of McDonald's food for those of us who love sleeping in or just need a mid morning snack. The site Burger Business broke the news this week, the fast food chain has filed a federal trademark registration for the term McBrunch, but we're not talking McDonald's Quiche and we're not talking Ronald McDonald slicing up your meal at a prime rib station. Actually, we don't know what we're talking about just yet. USA Today reports a McDonald's spokeswoman e- mailed the paper back when asked if a new menu was on the way, 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. The chain is also expanding a build your burger concept at some restaurants in California. Ordering on a touch screen options are available you might not expect like guacamole or garlic aioli. It seems like the golden arches are going through an identity crisis. While, it tries to customize to customers on the west coast and possibly invite others in from McBrunch. It also tested a one minute fast food guarantee in Florida last month, and franchise owners around the country have had spats with customers who sit too long at tables. I am Ronald McDonald Junior and this is Ronald McDonald the third.

When Taco Bell debuted its breakfast menu in the spring with a series of commercials featuring real life Ronald McDonalds endorsing the competition. McDonald's fired back with a cheekily condescending thank you, saying imitation is the sincerest form of flattery. The chain is also now trying to regain trust in China after revelations in July, a meat supplier was accused of providing McDonald's with expired meats.

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