What was McDonald's original 1955 slogan emphasizing restaurant standards?

McDonald's original 1955 slogan emphasizing restaurant standards was “Quality, Service and Cleanliness.”

The phrase expressed the operating principles used to distinguish McDonald's restaurants from many other quick-service businesses. Consistent food quality, fast and courteous service, and clean premises were central to the company’s early franchise model.

The slogan is closely associated with Ray Kroc’s expansion of McDonald's after he became the company’s principal franchising force. Kroc emphasized standardization so that customers could expect a similar experience at different restaurants. The phrase therefore worked as both a public message and an internal operating ideal.

McDonald's later advertising shifted toward more emotional and memorable campaign lines, including “Look for the Golden Arches” and “You Deserve a Break Today.” Those slogans served different purposes; the 1955 phrase is best understood as a statement of service standards.