What service model did the McDonald brothers introduce in 1948 to speed up restaurant orders?

The McDonald brothers introduced the Speedee Service System in 1948 to speed up restaurant orders. This redesign replaced much of the original drive-in model with a limited menu, counter service, disposable packaging, and an assembly-line approach to food preparation.

Richard and Maurice McDonald developed the system at their San Bernardino, California, restaurant after studying how to serve more customers with fewer delays. Hamburgers, fries, and drinks were prepared through specialized tasks rather than by one employee completing an entire order. The approach helped establish the operating pattern later associated with modern fast food.

The name Speedee came from an earlier McDonald’s mascot, Speedee, who represented quick service. It should not be confused with the later Golden Arches branding or with the company’s current restaurant operating systems. The 1948 change was important because it made speed, consistency, and a narrow menu central parts of the McDonald’s identity before the chain expanded nationally.