What was the name of McDonald's original service system introduced after its 1948 reorganization?

McDonald's original service system introduced after its 1948 reorganization was the Speedee Service System.

Richard and Maurice McDonald rebuilt their San Bernardino restaurant around a limited menu, standardized preparation, and customer self-service. The system was designed to produce food quickly and consistently, reducing the dependence on carhops and the broad menu associated with traditional drive-ins.

The name “Speedee” became both an operational promise and a branding device. It appeared in the restaurant's early visual identity and was represented by the Speedee mascot. This connection helped customers understand that the restaurant's main distinction was an organized, repeatable method of serving inexpensive food rapidly.

The Speedee Service System is often described simply as the birth of fast food, although quick-service restaurants existed before it. McDonald's importance came from refining and standardizing the model so it could later be copied through franchising on a much larger scale.