What was the name of McDonald's original 1948 service concept built around speed and limited menus?

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

Richard and Maurice McDonald introduced the system when they redesigned their San Bernardino, California, restaurant around a short menu, standardized preparation, and rapid counter service. The approach helped establish the operating model later associated with fast food: fewer choices, repeatable procedures, and quick production.

The system was named after Speedee, an early McDonald's mascot shown as a chef-like character. Speedee was replaced in the company's visual identity by the Golden Arches and Ronald McDonald as the brand developed. This sometimes causes confusion because the Speedee name referred both to the service system and to the mascot.

Ray Kroc later expanded McDonald's through franchising, but the operating principles originated with the McDonald brothers. The Speedee Service System therefore belongs to the brand's early identity as well as its restaurant history.