Late risers who wake up hankering for a mid-morning Egg McMuffin could be in luck. McDonald’s has applied for a US trademark covering the term “McBrunch” as it scrambles for ideas to arrest a worrying slide in sales.
The world’s biggest fast-food chain is considering a new menu segment to lure customers during a time of day, between the breakfast rush and lunch hour, when its restaurants often are quiet.
The idea has arisen after the company’s worst global same-store sales drop in ten years, in which Britain provided a single glimmer of hope.
In the United States, same-store sales fell by 2.8 per cent during August, part of a global sales drop of 3.7 per cent. It was the worst slide since February 2003