What was the name of McDonald's original 1948 service concept that emphasized speed and limited choices?

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 restaurant in 1948. They reduced the menu, standardized preparation, used an assembly-line approach, and focused on serving food quickly and consistently.

The system was a major foundation of McDonald's later branding because the early identity emphasized speed as much as the food itself. The name also led to Speedee, the chain's first mascot and an early visual symbol.

The Speedee Service System predates Ray Kroc's expansion of McDonald's through franchising. Kroc joined the story later, helping turn the brothers' operating model into a large national and eventually international chain.