News

McDonald's may be betting on brunch for turnaround

September 11, 2014

McDonald's turned in another grim monthly report this week, announcing its US same-store sales in August were down 2.8 percent. This marked the Golden Arches' worst performance in a decade.

As part of its turnaround strategy, the company is experimenting with build-your-own burger models in California and is tweaking its marketing messaging to focus on food quality and personalization.

An extension of breakfast may also be part of the plan. BurgerBusiness.com reported this week that the company has filed a federal trademark registration for "McBrunch."

According to the story, McDonald's applied for the same trademark in 2001, but "abandoned the application." A spokesperson said the company routinely files these types of applications.