McDonald's introduced its Speedee Service System in 1948 after streamlining the menu.
Richard and Maurice McDonald closed their San Bernardino drive-in temporarily in 1948 and redesigned the business. They reduced the menu, removed carhops, adopted counter service, and organized food preparation in an assembly-line style. The system was designed to deliver inexpensive food quickly and consistently.
The name became an important part of the early brand identity. Speedee, the hamburger-headed mascot, visually communicated the system's focus on speed. This period established operating and branding ideas that later made the chain recognizable across locations.
The system predates Ray Kroc's involvement with McDonald's. Kroc became the brothers' franchise agent in the 1950s and helped expand the model nationally. The later corporation retained the emphasis on standardized service while developing the Golden Arches and other globally recognized branding.