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In 2008, M&M ventured outside Canada for the first time, opening stores in the Midwestern United States under the banner MyMenu (the name "M&M," a trademark of the Mars Corporation, could not legally be used in the U.S.). Other than the new name (chosen to reflect a from-the-ground-up operation that "[helps] people put menus together"), MyMenu stores were similar in design and layout to the M&M locations in Canada, featuring freezers, a sales counter, and the blue-and-orange M&M colour scheme. The company started with 8 original MyMenu stores—5 in the Madison, Wisconsin market and 3 in Fort Wayne, Indiana; these were considered "test market" locations, with the company hoping to convert them to franchise ownership before adding franchises in other Midwestern markets. A difficult economic climate that affected sales and franchise financing efforts prompted MyMenu to close 2 of its Madison stores in early 2010[16] and all of its remaining Madison and Fort Wayne stores in early 2011. Despite this setback, MyMenu continued operations and changed its focus to co-branding opportunities with established retailers in existing locations; the first co-branding effort was the October 2010 launch of stand-alone MyMenu departments at three locations of general-merchandise retailer The Andersons in Toledo, Maumee, and Columbus, Ohio. By March 2013, all United States efforts, including co-branding, were discontinued, with the MyMenu.com website indicating that the company was no longer operating in the U.S.