Is brunch part of the plan at McDonald's?

• McDonald's (NYSE:MCD) has applied for a trademark on the term McBrunch.
• Though the company hasn't disclosed any new late-morning plans, an expansion of breakfast hours could be up for discussion with the daypart seeing intense competition.
• What to watch: Previous dalliances by QSR firms with brunch promotions haven't fared particularly well due to limited grill space and consumer apathy. A McBrunch play by McDonald's could face the same hurdles.