McDonald’s Appears to Simplify With New Slogan

The restaurant has applied to trademark “The Simpler the Better.”
March 28, 2016

OAK BROOK, Ill. – It appears that McDonald’s has its eye on making things less complicated in the future. The fast food chain has filed an application to trademark the slogan, “The Simpler the Better,” Advertising Age reports.

“We routinely file intent-to-use trademark applications as part of our regular course of business,” read a McDonald’s statement posted on BurgerBusiness.com. “We can't share details at this time as to how this trademark may or may not be used.”

Thus far, the company has said nothing about when it might transition to using the phrase but there are signs that it’s part of an overall initiative to get back to the basics. McDonald’s recently slashed the number of menu items listed on drive-thru boards to make ordering more efficient. The restaurant also has revamped operational steps to lower costs and make things easier to execute. hus far, the company has said nothing about when it might transition to using the phrase but there are signs that it’s part of an overall initiative to get back to the basics. McDonald’s recently slashed the number of menu items listed on drive-thru boards to make ordering more efficient. The restaurant also has revamped operational steps to lower costs and make things easier to execute.

However, concurrent with those changes, McDonald’s has emphasized more personalization of sandwiches, such as allowing customers to pick and choose which toppings and sauces to put on their order. Plus, the All Day Breakfast menu has meant more items for the kitchen to prepare throughout operating hours.

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