What four-word service motto did McDonald’s display on signs and restaurant materials for decades?

McDonald’s long-standing four-word service motto was “Quality, Service, Cleanliness, Value.”

The phrase summarized the operating standards that McDonald’s promoted to franchisees and customers. Quality referred to consistent ingredients and preparation, service to the customer experience, cleanliness to restaurant standards, and value to the relationship between price and the meal. The motto became closely associated with the company’s mid-century expansion and franchise system.

The phrase is sometimes mistaken for one of McDonald’s advertising slogans, such as “You Deserve a Break Today.” It was primarily an operating and brand promise rather than a conventional campaign line. Its four-part structure also reflected McDonald’s effort to make thousands of restaurants feel consistent.