Is McDonald’s Trading in Love for Simplicity?

March 25, 2016

The company has trademarked a potential catchphrase

McDonald’s has been using “I’m lovin’ it” as its main tagline, along with that ear worm of a jingle, for years. Might a change be on the horizon? Mickey D’s has filed a U.S. trademark registration for the phrase “the Simpler the Better,” reports Burger Business, which could signal a change in strategy to coincide with the chain’s recent reversal of fortunes.

McDonald’s had been slumping for years, and in 2015 it closed more stores than it opened for the first time in more than four decades — possibly ever. It will do the same…