What is “brunchfast”? The marketers over at Jack in the Box, the company that recently trademarked the term, could probably tell us, but they aren’t talking. Is it serving typical brunch foods incredibly early in the day? Is it a second breakfast eaten later in the day, but not on the weekend so it would be weird to call it brunch? A fast-food company is trying to invent a new meal, but won’t explain what it is until its marketing campaign launches.

BurgerBusiness noticed the trademark application, which was filed a few weeks ago by the company. The trademark applies to “restaurant services,” and the company doesn’t need to provide any more details than that.

Companies sometimes trademark an idea just to make sure no one else uses it, and that could be the case here. When the specialized site Burger Business contacted the chain, their statement just created more mystery: “At this time, we are unable to share any info about Jack’s plans for use of the ‘Brunchfast’ trademark,” a spokesperson told Burger Business in what we can only assume was a self-destructing and top secret e-mail.

The company’s chairman and CEO admitted during the most recent earnings call that all-day breakfast at McDonald’s is affecting their business from 10:30 to noon, even though Jack’s breakfast business remains brisk. 10:30 to noon? Hmm, that sounds like the perfect 90 minutes to serve up some brunchfast.

Jack Trademarks New Daypart: Brunchfast [BurgerBusiness]

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