BUSINESS

New McDonald's Slogan Attracts A Whole Lot Of Hatin'

10/30/2014 08:43 EDT | Updated 10/30/2014 08:59 EDT

McDonald’s hopes a hip new campaign slogan will add some lift the fast-food giant's sluggish sales.

Next year, the company plans on releasing an ad campaign tagged with the new slogan “Lovin’ Beats Hatin’,” according to a report by The Wall Street Journal. The newspaper says it’s an effort to illuminate happiness amid a sometimes toxic Internet culture.

It’s a slogan inspired by a common catchphrase, “Haters gonna hate,” often used to point out antagonizing remarks from predictably mean people.

The company reportedly has no intention to replace its current slogan, “I’m Lovin’ It.”

Lots of people were quick to voice their dissatisfaction with the new slogan.

McDonald’s is expected to launch its “Lovin’ Beats Hatin’” campaign on Jan. 1, but a company spokesperson said it’s still too early to confirm if the new tagline will be used in its Super Bowl commercial.

“It’s highly speculative and premature to talk about Super Bowl ads and future campaigns for next year,” Lisa McComb told USA Today.

The report of McDonald’s playing with a new slogan comes at the heels of the company’s high-profile efforts to shed its junk-food image and increase its appeal to customers.

Earlier this summer, McDonald’s tried to spin its fast food reputation by playing host to reporters and bloggers in New York, serving them gnocchi, slow-cooked beef, and other snacks billed as “good food served fast.”

But according to its own recent financial filings, the company has a long way to go.

The multinational company reported its sales in the U.S. dropped three per cent in the third quarter, citing the revenue slide was the result of a “significant decline versus a year ago” due to numerous factors, including high tax rates and “unusual events” in operating environment.

McDonalds announced Thursday it intends to rehaul the structure of its U.S. operations, cutting levels of management they say will help give regional operations more freedom to respond to localized taste preference.

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