What was the name of McDonald's original restaurant service system, promoted in its early branding?

McDonald's called its original fast-food operating model the Speedee Service System.

Richard and Maurice McDonald developed the system after reorganizing their San Bernardino, California, restaurant in 1948. They reduced the menu, prepared food in an assembly-line format, and emphasized speed, consistency, and low prices. The system became the operational foundation of the modern McDonald's brand.

The name was reflected in early branding through the Speedee mascot, whose chef design represented quick service. It also helped distinguish the restaurant from the carhop model that had dominated the brothers' earlier business. Customers ordered and collected food at a counter instead of waiting for car service.

The Speedee Service System is sometimes confused with the Golden Arches. The arches were a visual and architectural symbol, while the Speedee Service System was the restaurant's method of production and service. Together, the system and the visual identity helped make McDonald's recognizable and repeatable as it expanded through franchising.