What four-word service formula did McDonald's use as a core operating principle?

McDonald's used “Quality, Service, Cleanliness, Value” as a core operating principle.

The formula summarized the standards McDonald's expected restaurants to deliver consistently. It connected the customer-facing brand promise with the practical details of restaurant operation: food quality, service, cleanliness, and perceived value.

The principle became closely associated with the McDonald's operating system and franchise culture. It was not merely an advertising slogan; it also functioned as a concise management standard for restaurants using the company's methods and branding.

The phrase is sometimes shortened to QSCV, using the initial letters of its four words. That abbreviation should not be mistaken for a menu item or a separate company name. The formula helped turn consistency into a recognizable part of the McDonald's identity.