What was the name of McDonald's original operating method introduced by the McDonald brothers?

The McDonald brothers called their original operating method the Speedee Service System.

They introduced the system in 1948 after redesigning their San Bernardino restaurant around speed, consistency, and a limited menu. Customers ordered standardized food that could be prepared efficiently rather than receiving a broad range of made-to-order dishes.

The system became an important foundation of modern fast-food branding because customers learned what to expect from one visit to the next. Hamburgers, fries, and milkshakes were prepared through an organized production process modeled partly on assembly-line ideas.

The name also explains the early Speedee mascot. Ray Kroc later expanded the concept through franchising, but the operating innovation originated with Maurice and Richard McDonald. It should not be confused with the later Golden Arches logo or McDonaldland character branding.