The missing word in McDonald's 1971 slogan “You deserve a ___ today” is “break.”
“You Deserve a Break Today” became one of McDonald's best-known advertising lines. It presented the restaurant as a convenient pause in a busy day, linking the brand to relaxation as well as fast service.
The slogan was widely used in television, radio, and print advertising. Its wording helped move McDonald's messaging beyond simple product descriptions and toward an emotional promise about how a visit could feel.
It is often confused with later lines, including “Have you had your break today?” and “I'm lovin' it.” Those campaigns belong to different periods, but all used concise language to build a memorable worldwide brand identity.