McDonald’s Latest Tagline: ‘The Simpler the Better’

McDonald’s filed a trademark for the phrase “The Simpler the Better” on March 10, BurgerBusiness reports. 

“We routinely file intent-to-use trademark applications as part of our regular course of business. We can’t share details at this time as to how this trademark may or may not be used,” a McDonald’s spokesperson told the burger-centric publication. In 2014, for example, McDonald’s trademarked the term “McBrunch” but has yet to use the term. 

It’s worth noting, however, that the chain is currently testing a “Simple Delights” menu (items with 300 or fewer calories) in San Diego. Could “The Simpler the Better” be the future tagline for the menu’s nationwide rollout? 

One thing is for certain, it’s a lot better than “Lovin’ Beats Hatin’.”