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Our Promise

Our Promise QSC&V: Quality, Service, Cleanliness, Value

Ray Kroc

“If I had a brick for every time I’ve repeated the phrase Quality, Service, Cleanliness and Value, I think I’d probably be able to bridge the Atlantic Ocean with them.” – Ray Kroc

Ray Kroc was a perfectionist who said that he was more serious about the hamburger business than anyone else. From the beginning, he promised that McDonald’s would always provide friendly services and high-quality food at low cost in a clean restaurant. Ray Kroc called this corporate spirit of McDonald’s QSC&V(Quality, Service, Cleanliness and Value) and it is to this day the core value of McDonald’s.

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