The famous food chain has been going through rough with its competitors lately. As of the moment, it is planning a new mealtime strategy.
Last July, the brand was filing for "McBrunch" to be a new trademark, as per the BurgerBusiness blogsite's report.
The application does not really intend the brand's consumers to begin prepping for McMimosas. There has been several trademarks that the brand has been filing since before.
"We usually file our plan to use trademarks as part of our business strategy. We can not divulge further details as of the moment as to how the process of the filing is going through," as stated by the brand's spokesperson.
There might be speculations, it is apparent that the brand is somehow considering brunch-and this has been quite awhile. This is in fact the second time the company has processed the filing of the trademark, 'McBrunch,' with the last unprocessed application done in 2001. At present, the company is pursuing the McCafe products, as main men like Taco Bell, Starbucks and Chick-fil-A have tried to infringe on the breakfast crowd over a year ago. Perhaps McBrunch can bring McDonald's the necessary push by making new mealtime offer that is unique from the rest of its competitors.
The main reason for other brands that have brunch products is because the breakfast-lunch time is a bit challenging to balance. It requires two meals, which can be an issue for McDonald's, the chain that has gone through finding the right time to change the menu from breakfast to lunch. And other brands have failed on this. During the time Burger King shortly tried a brunch product in one of the branches couple of years ago, the Mimosas and breakfast sandwich did not work. Even if there were brunch eaters, it turned out that there were more haters of the menu.
McBrunch will most like need to find a way to use the brand's resources for the two mealtimes every now and then. But as of the moment, Burger King has been offering burgers during breakfast time. It might be a good idea to consider combining breakfast and lunch menu for brunch.
