What name did McDonald's give its streamlined restaurant system launched in 1948?

McDonald's called its streamlined restaurant system the Speedee Service System when it launched in 1948.

The system was developed by Richard and Maurice McDonald at their San Bernardino restaurant. It reduced the menu, standardized preparation, and emphasized rapid customer service instead of the broad offerings common at drive-in restaurants.

The name connected the system with Speedee, an early McDonald's mascot whose chef-like appearance represented fast service. Speedee and the Speedee Service System are related but are not the same thing: one was a character, and the other was the operating method.

This approach became a foundation of modern fast-food franchising. It also helped establish the operational consistency later associated with McDonald's branding.