Dive Brief:

• Fast food giant McDonald's has filed a trademark for the term "McBrunch." 
• The chain isn't commenting on plans to use the term, but the industry is speculating it could be a new late breakfast tactic to help slumping sales. 
• McDonald's reported a 2.8% decrease in U.S. same-store sales for August and stock is down 4% for the year. 

Dive Insight: 

While "doing brunch" doesn't typically conjure up images of the dining out of paper bags under golden arches, McDonald's could be on to something with offering breakfast later in the day. Who hasn't gotten to the drive-thru to realize they missed a McMuffin by five minutes? Regardless, the chain will have to do something to remain relevant and McBrunch could be a part of that strategy.