Richard and Maurice McDonald reopened their restaurant as a self-service hamburger operation in 1948.
The brothers first operated a drive-in barbecue restaurant in San Bernardino, California. In 1948, they closed it temporarily and redesigned the business around speed and simplicity. They removed much of the large menu, ended carhop service, and concentrated on items that could be prepared and served quickly.
This operating model became a crucial part of McDonald’s branding. The restaurant’s identity was no longer based only on a family name or a roadside building; it was also tied to consistency, quick service, and a limited menu. Those ideas later influenced the chain’s signs, advertising, and franchise system.
The year 1948 is sometimes confused with 1955, when Ray Kroc opened the Des Plaines restaurant that served as an important model for the growing franchise company. The earlier date belongs to the McDonald brothers’ operational transformation.