What was the name of McDonald's service system before the company adopted its current name?

McDonald's service system was called the Speedee Service System before the company adopted its current name.

Richard and Maurice McDonald introduced the Speedee Service System in 1948 when they reorganized their San Bernardino, California, restaurant. The system emphasized a limited menu, assembly-line preparation, standardized portions, and fast counter service. Those ideas became foundational to the modern fast-food business.

The name came from Speedee, an early McDonald's mascot represented as a chef. The character appeared in the company's early visual identity before Ronald McDonald became its best-known advertising character. Speedee's image was tied closely to the promise of speed and efficiency.

The brothers later licensed the McDonald's name and operating system to franchisees, including Ray Kroc. The service system is therefore an important branding predecessor: it linked the restaurant's name, mascot, kitchen method, and promise of quick service.