McDonald's first mascot was Speedee, a hamburger-selling chef used before Ronald McDonald became the chain's best-known character.
Speedee represented the original Speedee Service System, introduced by Richard and Maurice McDonald at their San Bernardino restaurant in 1948. The system emphasized a limited menu, assembly-line preparation, and fast service.
The Speedee image appeared in early McDonald's signs and advertising. It was based on the speedy-service idea rather than on a particular menu item. The character was eventually retired as McDonald's branding shifted toward the Golden Arches and Ronald McDonald.
Speedee is sometimes confused with later McDonaldland figures such as the Hamburglar and Mayor McCheese. Those characters belonged to a much later advertising world, while Speedee was tied to the restaurant's original operating concept.