Jill Layton
March 26, 2016 12:36 pm

McDonald’s has been all about the changes lately. They introduced the all-day breakfast menu; added lobster rollsmozzarella sticks, mac & cheese and truffle fries to the regular menu in certain locations; in Sweden, they’ve offered Happy Meal boxes that can be reconstructed into virtual reality goggles; and in an attempt to give the company a “face lift,” they redesigned their cups and bags. So yeah, they’ve been busy making changes.

McDonald’s latest change is the most drastic yet… and also a bit confusing. The most popular fast food chain might be changing their famous tag line. That’s right, “I’m lovin’ it” might soon be no more. The fast food company has filed a trademark for the phrase, “the Simpler the Better,” according to Burger Business.

Maybe people just aren’t “lovin’ it” anymore, or maybe McDonald’s will have two taglines. Either way, “the Simpler the Better” seems to not fully fit with the company’s latest changes. Lobster rolls and truffle fries aren’t exactly “simple.”

Burger Business suggests the new tag line could be simply a lifestyle slogan for their spring/summer menu. In San Diego, McDonald’s has been testing a “Simple Delights” menu, which has menu items that have 300 calories or less.

OK that would make sense. Since we’re not entirely sure what to make of this new potential change, we’ll just have to wait until “the Simpler the Better” is actually put into effect. But as of right now, we’re not lovin’ it.