A couple weeks ago, McDonald's filed a U.S. federal trademark registration for "McCruncher," reports Scott Hume at Burger Business.

It shouldn't be much of a surprise, because the "crunchy" buzzword is becoming increasingly present in the world of fast food menu items.

Apparently, consumers love it.

In 2009, there were only 69 items with "crunchy" in it on fast food menus, compared to 96 in 2012.

There has been a similar rise at the casual dining chains, while fast casual restaurants have shied away from it.