What name did the McDonald brothers give their 1948 fast-service restaurant system?

The McDonald brothers named their 1948 fast-service method the Speedee Service System.

Richard and Maurice McDonald created the system after closing their San Bernardino drive-in for several months and redesigning the business. They reduced the menu, standardized preparation, and arranged kitchen work so food could be produced rapidly and consistently.

The system drew inspiration from industrial assembly-line methods. Customers ordered at a counter rather than relying on carhop service, and the limited menu made it easier for workers to repeat the same procedures. This operational identity was reflected in the Speedee mascot and name.

The Speedee Service System is a frequent source of confusion because people sometimes assume McDonald's began with the modern Golden Arches brand. The arches and later corporate logo became more prominent afterward; Speedee represents the earlier operational and visual identity of the company.