What was the name of McDonald's 1950s service system that inspired its early branding?

The Speedee Service System was McDonald's 1950s service model and an important influence on its early branding.

Richard and Maurice McDonald developed the system after reorganizing their San Bernardino, California, restaurant. They reduced the menu, standardized food preparation, arranged kitchen tasks for efficiency, and designed operations around rapid customer service.

The name was tied to Speedee, the chef-like mascot used by the company before Ronald McDonald. Together, the phrase and mascot communicated the restaurant's central promise: customers could receive a limited selection of familiar food quickly and consistently.

The Speedee Service System is sometimes treated as merely a slogan, but it described an operating method as well as a branding idea. Its principles became foundational to the modern fast-food restaurant model and were later adopted and expanded through McDonald's franchising.