McDonald's Strategy May Include a Simplifying Slogan

Restaurant Filed Trademark Application for 'THE SIMPLER THE BETTER.'

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McDonald's Big Mac, 10-piece Chicken McNuggets, Filet-O-Fish and Quarter Pounder With Cheese.
McDonald's Big Mac, 10-piece Chicken McNuggets, Filet-O-Fish and Quarter Pounder With Cheese. Credit: Courtesy of McDonald's

McDonald's filed a trademark application for the phrase "The Simpler the Better" in early March. But there are no signs yet of what plans the Golden Arches may have to use the line in its marketing.

The March 4 filing shows the company seeking a trademark to use "THE SIMPLER THE BETTER." in the restaurant industry.

The filing comes as simplification has become a theme at the chain in recent months. McDonald's has been reducing the number of items displayed on its drive-thru menu boards, for example, to help speed up ordering. It has also tried to streamline some operational steps in order to reduce complexity and costs.

At the same time, however, it has been offering more customization options, such as adding different sauces and toppings to appeal to diners looking for personalized sandwiches. Adding All Day Breakfast to the menu has also added some complexity to operations, as restaurants now must prepare certain breakfast items throughout the day.

BurgerBusiness.com first reported the trademark application.

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

The application with the United States Patent and Trademark Office shows the phrase in all capital letters with a period at the end: THE SIMPLER THE BETTER. It also says the mark "consists of standard characters, without claim to any particular font, style, size or color."

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