What was the name of McDonald's original service system, launched by the founding brothers in 1948?

McDonald's original service system, launched by the founding brothers in 1948, was the Speedee Service System.

Richard and Maurice McDonald redesigned their San Bernardino, California, restaurant around a limited menu, assembly-line preparation, and counter service. The system emphasized speed, consistency, and low prices rather than the carhop service common at many American drive-ins at the time.

The name was closely associated with Speedee, the chef mascot used by the restaurant. This connection explains why the early branding can be confusing: Speedee referred both to the operating idea and to the character used to represent it.

The system became an important foundation for McDonald's later franchise model. Ray Kroc expanded the business nationally, but the basic fast-service concept originated with the McDonald brothers. It helped establish the brand identity that McDonald's still associates with quick, standardized service.