McDonald’s is trying to hit home with its new image and menu transformation. The fast food giant has filed to register a trademark on the slogan, “The simpler, the better.”
The new marketing phrase has not been announced officially, and the fast food giant is cagey about its use.
“We routinely file intent-to-use trademark applications as part of our regular course of business,” McDonald’s told Burger Business. “We can’t share details at this time as to how this trademark may or may not be used.”
If McDonald’s does end up using this new slogan, it would fall in line with its new attempt to streamline and clean up a menu to revamp its image and speed up service, according to Fortune.
But the possibly-new slogan is definitely making people scratch their heads. After all, “the simpler, the better” sounds like a phrase you’d hear in a Whole Foods advertisement, rather than the chain that gave us all-day breakfast and 660-calorie Shamrock Shakes.