Over the weekend I ate at a Red Robin with their new "Ziosk" electronic menu/payment system. The final payment screen asks you to select a tip amount and confirm. Shown below (in a larger, more legible image) the button text is "TIP THIS AMOUNT". The version I used (shown below in a smaller, almost illegible image also taken from the web, though without the ®) instead said "YUMMM® THIS AMOUNT".
I actually stared at that button for several seconds trying to decide if I should push it and whether it did the obvious thing or something else.
Clearly there's a tradeoff being made here. The button is not as easy to understand. By using a registered trademark, they are ensuring that only Red Robin can use YUMMM® in that context. What I want to understand is: What benefit does Red Robin derive from using a registered trademark in that context? What benefit is it to Red Robin customers?