​Can "McBrunch" bring customers back to McDonald's?

Trademarks can often give consumers a hint of what a major company has in the works. Back in 2010, for instance, Apple fans discovered that the company had registered "iPad" as a trademark, before the tech giant actually unveiled its now-widespread tablet device.

The latest hint of what a corporate giant may be cooking up comes from McDonald's (MCD), the world's largest restaurant chain. As it suffers from declining sales amid fresh competition, the company has trademarked the term "McBrunch," reports trade publication Burger Business.

For McDonald's, creating a new dining segment, as well as new dishes (McEggs Benedict, anyone?) might draw customers back into its restaurants. Given that breakfast has been a hot meal for fast-food chains, with competitors such as Taco Bell entering the morning market, McDonald's may be eyeing the mid-morning market as the next way to bring home the bacon. Still, brunch carries with it a yuppie connotation, which might not appeal to McDonald's core customer base.

Of course, McDonald's might not move forward with plans for a mid-morning menu. Back in 2001, it applied for a trademark on the same term, but never moved forward with it.

The heat is on McDonald's executives to turn around its performance. The company on Tuesday said that global same-store sales, an important measure of the health of restaurant chains, slipped 3.7 percent in August, marking the worst dip in more than a decade.

Some of its low-paid workers are agitating for livable wages, witnessed in last week's "Fight for 15" protests. On top of that, Consumer Reports ranked McDonald's hamburger as the worst-tasting of all U.S. burger chains in July.

McDonald's told Burger Business, "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."

To break into the brunch market, McDonald's would likely need to offer something fresher than the familiar McMuffins, Burger Business notes. The chain has recently been testing new dishes, such as McCafe Mini Bundt cakes in Florida, and pastries in San Diego.

Or it could look to its international locations for fresh ideas, such as Canada's BLT Bagel. That dish includes hickory-smoked bacon, tomato, lettuce, and mayo, squeezed between two halves of a bagel.

Still, whatever happens with McBrunch, it's clear that McDonald's needs some fresh ideas to get people back through its doors.