Restaurant giant terminates plans for .McDonalds and .MCD domain names.
McDonald’s had decided it doesn’t want to run new top level domain names after all.
The restaurant chain applied to run the .McDonalds and .MCD top level domain names, but it recently sent termination notices (pdf) to domain name overseer ICANN voluntarily relinquishing the two domains.
It joins a host of companies that applied for so-called .brand top level domain names that have decided it’s not worth the expense or effort.
ICANN also just published a termination notice from Pampered Chef, a Berkshire Hathaway company, for .PamperedChef.
While the domain industry has pushed the potential of owning a .brand top level domain name, only a few companies have embraced these domains so far. It seems that many of the .brand domains were applied for on a defensive basis.