What was the name of McDonald's original restaurant concept introduced in 1948?

McDonald's original restaurant concept introduced in 1948 was the Speedee Service System.

Richard and Maurice McDonald developed the system at their San Bernardino, California, restaurant after redesigning the business around speed and consistency. They reduced the menu, standardized preparation, used an assembly-line workflow, and emphasized self-service. This approach differed from the carhop model common at many American drive-in restaurants at the time.

The system became an important foundation of the modern fast-food model. It allowed the restaurant to serve popular items quickly while keeping portions, ingredients, and procedures consistent. The brothers also used Speedee as a mascot, linking the operating method to a visual identity.

Ray Kroc later recognized the potential of the McDonald brothers' system and helped expand the brand through franchising. Kroc did not invent the original 1948 concept; its name and operating principles originated with the brothers' redesigned restaurant.