McDonald's assumes its customers can perform basic math equations: This morning, the burger giant released its new slogan. No, it's not "Lovin' Beats Hatin'," as the Wall Street Journal originally wrote. Burger Business reports that McDonald's new slogan is "Lovin' > Hatin'" or "Lovin' is Greater Than Hatin'."
It's a convoluted message for the much-maligned fast food giant. Is McDonald's trying, in a tongue-and-cheek sort of way to make light of how many people are currently hating it? More broadly: What, if anything, does McDonald's have against the letter 'g'? Or does the company prefer imperfect present participles?
Amid financial worries, the chain has been trying to reinvent itself even as its Chinese and Russian businesses continue to suffer. The suits behind creative agency Leo Burnett are reported to be behind the refresh of the 11-year-old "I'm Lovin' It" campaign. Will people love it? Or will the hate it? McDonald's bottom line holds the answer.