What was McDonald's first restaurant concept called after its 1948 redesign?

After its 1948 redesign, McDonald's organized its operation around the Speedee Service System.

Richard and Maurice McDonald closed their San Bernardino drive-in temporarily in 1948 and reopened with a smaller menu, counter service, and production methods designed for speed. The brothers emphasized hamburgers, cheeseburgers, fries, milkshakes, and other limited items rather than the broad carhop menu common at drive-ins.

The name connected the new operating idea with Speedee, an early McDonald's mascot. Speedee was depicted as a small chef and represented quick service before Ronald McDonald and the later McDonaldland characters became better-known parts of the brand. The system also helped make the restaurant easier to reproduce in franchised locations.

The Speedee Service System is sometimes confused with a slogan or a restaurant name. It was principally the name for McDonald's fast, standardized service and food-production method, an important foundation of the company's later visual and commercial identity.