▁has ▁also ▁twice ▁held ▁the ▁world ▁record ▁for ▁longest ▁sa usage : ▁first ▁in ▁ 1 9 8 3 ▁and ▁again ▁in ▁May ▁ 1 9 9 5 ▁with ▁a ▁ ▁sa usage ▁produced ▁in ▁conj unction ▁with ▁Schne ider ▁Food s . ▁ ▁My Menu ▁In ▁ 2 0 0 8 , ▁M & M ▁vent ured ▁outside ▁Canada ▁for ▁the ▁first ▁time , ▁opening ▁stores ▁in ▁the ▁Mid western ▁United ▁States ▁under ▁the ▁b anner ▁My Menu ▁( the ▁name ▁" M & M ," ▁a ▁tra dem ark ▁of ▁the ▁Mars ▁Corporation , ▁could ▁not ▁leg ally ▁be ▁used ▁in ▁the ▁U . S .). ▁ ▁Other ▁than ▁the ▁new ▁name ▁( ch osen ▁to ▁reflect ▁a ▁from - the - ground - up ▁operation ▁that ▁"[ hel ps ] ▁people ▁put ▁men us ▁together "), ▁My Menu ▁stores ▁were ▁similar ▁in ▁design ▁and ▁layout ▁to ▁the ▁M & M ▁locations ▁in ▁Canada , ▁featuring ▁free z ers , ▁a ▁sales ▁counter , ▁and ▁the ▁blue - and - or ange ▁M & M ▁colour ▁scheme . ▁ ▁The ▁company ▁started ▁with ▁ 8 ▁original ▁My Menu ▁stores — 5 ▁in ▁the ▁Mad ison , ▁Wisconsin ▁market ▁and ▁ 3 ▁in ▁Fort ▁Wayne , ▁Indiana ; ▁these ▁were ▁considered ▁" test ▁market " ▁locations , ▁with ▁the ▁company ▁hoping ▁to ▁convert ▁them ▁to ▁franch ise ▁ownership ▁before ▁adding ▁franch ises ▁in ▁other ▁Mid western ▁mark ets . ▁ ▁A ▁difficult ▁economic ▁climate ▁that ▁affected ▁sales ▁and ▁franch ise ▁finan cing