Staying at the top is tough, which is why McDonald’s is not letting up in its bid to remain the No. 1 fast food chain in the world, beginning the new year with yet another rebranding of its image.

McDonald’s is debuting new packaging, uniforms for workers, and even signage, the company announced on Friday. The “I’m lovin’ it” slogan will remain, but the company will place more emphasis on the “lovin'” part, according to a CNBC report.

Describing the new shift in focus from “billions served to billions heard,” McDonald’s Chief Marketing Officer Deborah Wah said in a video statement that the company wants to evolve and change how it relates to customers.

The move comes as its domestic sales have been flagging, with sales dipping 4.6 percent in November, prompting executives to seek ways to increase the relevance of the chain in 2015.

One major part of this effort is to experiment with customization by introducing the “Create Your Taste” platform, allowing customers to build their own burgers. Customization has proven popular at chains like Chipotle Mexican Grill, and McDonald’s wants to jump on board the trend.

Meanwhile, the company will also attempt to talk up the quality of its foods with the “Our Food, Your Questions” campaign. So far, about 20,000 questions have been answered from customers.

Another key question has been healthier options for kids, which has prompted the fast food giant to introduce Cuties Clementines as a kids’ meal option.

McDonald’s is the largest fast food chain in the world, serving 68 million customers each day in 119 countries through 35,000 stores. It was opened in 1940 by Richard and Maurice McDonald before businessman Ray Kroc purchased it eight years later, turning it into the behemoth it is today.

The company pulled in more than $28 billion in revenue in 2013. It employes approximately 440,000 workers as of 2013.