What name did McDonald’s give its 1948 self-service restaurant system?

McDonald’s named its 1948 self-service restaurant system the Speedee Service System.

Maurice and Richard McDonald introduced the system when they redesigned their San Bernardino, California, restaurant around speed, low prices, and a limited menu. Customers ordered at a counter rather than receiving traditional carhop service, while the kitchen used an assembly-line approach modeled partly on industrial production.

The system was represented by Speedee, a chef character with a hamburger-shaped head. Speedee preceded Ronald McDonald and was an early piece of McDonald’s visual identity. The name is sometimes confused with “Speedy,” but the official character and system used the spelling “Speedee.”

Ray Kroc later helped expand the McDonald’s concept through franchising, but the basic fast-service model originated with the McDonald brothers. The Golden Arches and later mascots became more prominent branding symbols as the company grew.