Everything Everywhere Daily · Tuesday, September 29, 2026
In 1948, Richard and Maurice McDonald closed their San Bernardino restaurant for a three-month remodel to implement the 'Speedee Service System.' This innovation involved a streamlined kitchen, a drastically reduced menu of nine items, and disposable packaging, cutting wait times from 20 minutes to 20 seconds.
“In 1948, the brothers decided to close their busy restaurant and begin a costly three-month remodel focused solely on efficiency.”
“Recognizing that nearly 90% of their sales came from burgers, fries, and soft drinks, they slashed their menu from 25 items down to just nine.”
“The McDonald brothers dubbed this the Speedee Service System.”
“The system cut wait times from as much as 20 minutes down to 20 seconds, which increased foot traffic and by the end of the first year, generated as much as $40,000 in profit from just the San Bernardino restaurant.”