McDonald’s serves more than 70 million people every day with over 35,000 locations in 119 countries. When I run out of ideas for food when traveling, I’ve stopped by many airport locations or even downtown location in a foreign country. And if recent rumors swirling around McDonald’s are true, McDonalds’s could be serving up McBrunch sometime soon.

Back in July McDonald’s submitted a trademark application for the words ‘McBrunch’ with no specific color, font or style attached. But the bigger question is are they going to use it?

Herbert Ralph “Herb” Peterson (who passed away in 2008) was an American fast food executive and food scientist who invented the Egg McMuffin in 1972.

From Bloomberg Businessweek:

The company won’t say what it’s up to. “We routinely file intent to use trademark applications as a regular course of business,†said McDonald’s spokeswoman Lisa McComb in an e-mail. “We can’t share details at this time as to how the trademarks may or may not be used.â€

Fast food breakfast is one of the most profitable segments of the industry and recent entrants to breakfast include Taco Bell and Chick-fil-A. Roughly one quarter of McDonald’s revenues are earned during the morning rush, according to the Wall Street Journal. The aim for McBrunch might be selling more breakfast-type items past the 10:30am cut off time, especially on weekends.

Some have suggested that McDonald’s offer up McBrunch items from existing breakfast fare from around the world including

• Massive McMuffin: Two sausage patties, bacon, egg, cheese and ketchup on a toasted English muffin — sold in New Zealand
• McMuffin Fresh Chicken: Crispy breaded chicken, spicy cheese, lettuce, tomatoes and mild sauce on toasted muffin — sold in Germany
• McMorning: Pork patties, potato fritters, bacon, melted cheddar cheese, tomato, lettuce and special sauce — sold in Croatia
• Frukostmackan: smoked ham, Wästgöta Abbey cheese, crispy lettuce, butter and sun-ripened tomato on freshly baked bread – sold in Sweden
• Tsukimi Burger Beef: smoky bacon, creamy tomato sauce and an egg on a sesame-seed bun – sold in Japan
• Sausage N’ Egg Twisty Pasta: Twisty pasta, fresh eggs and sizzling sausage together with hot chicken or tonkotsu (pork) broth and greens – sold in Hong Kong

Bottom Line:

I would be interested in trying a quick McBrunch if it offered innovative fast food fare.  I’m not sure McDonald’s would be on the top of the list of places to visit on a leisurely morning, tho.  And you have to wonder – would McBrunch start to cannibalize existing breakfast and lunch business, or could it create a category on its own?  What do you think? McBrunch anyone?