What phrase did McDonald’s use to describe its restaurant operating principles?

McDonald’s used “Quality, Service, Cleanliness, Value” to describe its restaurant operating principles.

The four-part phrase summarized the standards McDonald’s expected its restaurants to deliver. Quality referred to the food and ingredients, service covered how customers were treated and served, cleanliness addressed the restaurant environment, and value emphasized what customers received for the price.

The expression is often shortened to QSCV, using the first letter of each word. It was an operational and cultural framework rather than a conventional advertising slogan such as a television tagline. That distinction helps separate it from McDonald’s campaign slogans.

Ray Kroc strongly promoted consistency across the growing franchise system. A shared set of principles helped restaurants in different locations present a similar experience, supporting McDonald’s broader brand identity.