Which phrase appeared on McDonald's restaurant signs as part of its early service standards?

“Quality, Service, Cleanliness, and Value” appeared in McDonald's early service standards and branding.

The four-part phrase summarized the operating principles that McDonald's wanted customers to associate with its restaurants. Quality referred to consistent food standards, service to efficient and courteous treatment, cleanliness to the restaurant environment, and value to the relationship between price and what customers received.

These principles were important because McDonald's expansion depended on giving customers a familiar experience at different locations. The wording was used in company culture, restaurant operations, training, and public-facing brand communication.

The phrase is sometimes shortened to the initials QSCV. It should not be confused with a slogan such as “You Deserve a Break Today,” which was a consumer advertising line rather than a statement of the company's core operating standards.