What was the name of McDonald’s original service system promoted by the McDonald brothers in 1948?

The McDonald brothers promoted their 1948 restaurant model as the Speedee Service System.

The system was built around a simplified menu, standardized preparation, assembly-line kitchen methods, and rapid service. Richard and Maurice McDonald developed it after reorganizing their San Bernardino, California, restaurant, creating a model that differed from traditional drive-in restaurants.

The name “Speedee” reflected the emphasis on speed and was also represented by an early mascot. As McDonald’s branding developed, the Speedee identity was gradually replaced by the Golden Arches and the later McDonaldland characters.

The Speedee Service System is therefore both an operational concept and an important early brand term. It is sometimes confused with the Golden Arches, which became the more enduring visual symbol of the company during the 1960s.