What phrase appeared on McDonald’s packaging and advertising after the company adopted the “Speedee Service System”?

McDonald’s used the phrase “Quality, Service, Cleanliness and Value” to summarize its restaurant standards.

The phrase grew out of the operating principles associated with the McDonald brothers’ Speedee Service System. Their approach emphasized a limited menu, carefully organized food preparation, consistent portions, and rapid customer service. These principles helped establish the model later known as fast food.

The four words also became a concise statement of what customers were supposed to expect from the brand. They covered the food itself, the customer experience, the restaurant environment, and the perceived usefulness of the price.

The wording is sometimes shortened to the acronym QSC&V. It should not be confused with a slogan such as “You Deserve a Break Today,” which was an advertising line. “Quality, Service, Cleanliness and Value” described the operating standards behind McDonald’s brand promise and restaurant system.