McDonald's bids to trademark the word 'McBrunch'

McDonald’s is attempting to trademark the term “McBrunch” after the business reported its worst monthly global sales in a decade.

The company has faced fierce competition at breakfast time – with competitors Taco Bell, Dunkin' Donuts and Burger all increasing the number of breakfast options on their menu.

McDonald's, which relies on breakfast for about 25% of its sales, confirmed the company had applied for the trademark in July but played down its significance.

'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 spokeswoman Lisa McComb said.

On Tuesday the fast food giant reported a 3.7% decrease in global monthly same-store sales for August.

McDonald’s reportedly first applied for the McBrunch trademark in 2001 but abandoned the application.

Scott Hume, the editor of industry blog BurgerBusiness which first revealed the new McBrunch trademark bid, said “their declining sales show they have to do something”.

"There's no reason to file for it if you don't plan to use it," he said.