Which slogan did McDonald’s introduce in 1971, inviting customers to take a break at its restaurants?

McDonald’s introduced the slogan “You Deserve a Break Today” in 1971.

The line was created by advertising agency Needham Harper Steers and became one of McDonald’s most recognizable advertising phrases. It framed a restaurant visit as a small reward or pause in a busy day, rather than simply a quick meal.

The slogan is sometimes confused with McDonald’s earlier “Quality, Service, Cleanliness” standard and with later “I’m Lovin’ It” branding. Those phrases served different purposes: one described operating standards, while the 1971 line focused on the customer’s experience.

McDonald’s later used many other slogans in different countries and periods, but this sentence remains especially associated with the company’s early-1970s mass-media advertising. Its conversational wording helped make the brand feel familiar and accessible to a broad audience.