What was McDonald's original 1948 service concept called?

McDonald's original 1948 service concept was called the Speedee Service System.

Richard and Maurice McDonald introduced the system when they reorganized their San Bernardino restaurant. They reduced the menu, standardized preparation, and arranged kitchen work like an assembly line. Customers could receive a limited selection of food quickly and at comparatively low prices.

The concept was a major branding idea as well as an operating method. The name “Speedee” promised fast service, and a chef-like Speedee mascot made the promise visible to customers. The approach became an important influence on the modern fast-food industry.

The system predates Ray Kroc's involvement with McDonald's. Kroc later helped franchise and expand the business, but the brothers had already created the streamlined service model. This is why the 1948 concept is best understood as part of the McDonald brothers' original brand and restaurant strategy.