McD’s Trademarks ‘Simpler the Better’

March 16, 2016

After a year of restructuring and streamlining, McDonald’s has a new mantra for its initiative. The company on March 10 filed a U.S. trademark registration for the phrase “The Simpler the Better.”

But it’s not saying what plans it has for this adage. A company spokesperson told BurgerBusiness.com, “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.”

The phrase may be no more than a lifestyle slogan for use with spring/summer foods and beverages marketing and advertising.…