Bill P. Godfrey et al

Saturday, July 16, 2005

What do you call that thing... you know...

  ...that meal thing you eat in the morning?

Well, Wednesday, in my mid-morning "I should have left the house 15 minutes ago" rush thing - which unfortunately negates my ability to produce my own morning-meal lead me to popping into McDonalds and grabbing my usual "I'm quite hungry and might not get out for lunch" meal thing... well, sitting on the train, tucking into my Bacon Roll I notice "the place for breakfast ™" on the wrapper...

What? Breakfast ™ is a trademark of McDonalds? How did they slip that one in? Do they have a trademark on Lunch, Dinner, Tea and Supper? How about elevenses? How about snack?

Are they going to be agressive enforcing their trademark? Do I already owe them £2.50 for mentioning breakfast™ in this blog entry?

Am I just being silly?


  • I think the thing they tm'd is the phrase "the place for breakfast", which is nearly as stupid as tm'ing the word breakfast.

    By Blogger Rori, At 12:20 AM, July 17, 2005  

  • I don't know - they've also TMed McBacon™ of McBacon™ roll - but not the roll part.

    Which of course raises the question - does McBacon™ come from a McPig™ ? Are the burgers made from 100% McBeef™ ? Do they use McChickens™ for their chicken nuggets ?

    [and of course, if the answer is "yes" WTF are all these McAnimals™ ? ]

    Seriously though, while I expect it is the phrase... I like the idea [however flawed, incorrect, and just plain wrong] that a major corporation can hijack the english language and trademark something as commonplace as breakfast™ :-)

    I also believe they've trademarked the phrase "I'm lovin' it" which makes it a pain to use in everyday conversation.

    "What do you think of this new dress?"
    "I'm lovin' it trademark 2005 McDonalds..."

    By Blogger M., At 10:16 PM, July 17, 2005  

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