What name did McDonald's use for its early 1948 service concept before becoming known for hamburgers?

McDonald's called its early 1948 service concept the Speedee Service System.

Richard and Maurice McDonald developed the system after redesigning their San Bernardino restaurant around speed, consistency, and a limited menu. The approach used an assembly-line model inspired in part by industrial production, allowing the restaurant to prepare food more efficiently than a traditional drive-in.

The system was central to the McDonald's brand long before the company became associated with the modern Golden Arches. It established the operational ideas that franchisees could reproduce: standardized portions, a focused menu, rapid preparation, and predictable service.

The name is sometimes confused with Speedee, the early mascot. Speedee was the character, while the Speedee Service System was the restaurant method. Both names expressed the same core branding promise: McDonald's was built around fast, repeatable service.