Nicknames

According to Marketing magazine, McDonald's have applied to the Intellectual Property Office to register the nickname Maccy D's as a trademark. Are they planning to use it? It would be great to see it on the front of one of their restaurants. Where I grew up, we used the nickname Micky D's, I wonder if will that be next? *Update, I'm told that Micky D's is commonly used in the US, and was trademarked in the eighties.

Will we see Stella Artois following suit by applying to trademark Wife Beater?