The reason the McDonalds signs lost the "billions served" isn't because corporate just stopped caring. McDonalds, like most successful mega corporations, doesn'

The reason the McDonalds signs lost the "billions served" isn't because corporate just stopped caring. McDonalds, like most successful mega corporations, doesn't do anything without numbers and studies to back it up. What happened is the marketing message changed. No longer does McDonalds need to prove that they are legitimate fast food vendor by telling everyone "hey - we've sold a lot of hamburgers!". If anything, they're now trying to gloss over the notion that they stamp out 2 million of these uninspired little blobs every hour. The consumer climate has changed and now "billions served" doesn't sound nearly as impressive as "we handmade this one for you".