What was the name of McDonald's early restaurant service system promoted by its first mascot?

McDonald's early restaurant service system was called the Speedee Service System.

Richard and Maurice McDonald developed the system at their San Bernardino, California, restaurant after reorganizing the business around fast, consistent production. It used a limited menu, standardized preparation, and an assembly-line approach to reduce waiting time and keep food consistent.

The system became a foundation for the modern fast-food model. Instead of operating primarily like a conventional drive-in with extensive carhop service, the restaurant emphasized efficient counter ordering and tightly organized kitchen work.

Its name explains the original Speedee mascot and the early brand emphasis on speed. The Speedee Service System is sometimes confused with Ray Kroc's later franchising system, but the brothers created the operating model before Kroc expanded McDonald's into a much larger chain. Kroc's contribution was central to scaling the brand, not to inventing the original system.