Arrive from any direction at the congested intersection of Shawano and Military Avenues and it’s impossible to miss — the bright yellow parabolic arch, the white McDonald’s lettering against a cherry red background, and the caricature of a harried, yet amiable chef. A sign above his hamburger-shaped head announces, “I’m Speedee”, a representation of the marketing message of the era (c. 1959) — quick and efficient “Speedee” service — when the concept of drive-in-and-serve-yourselves restaurants was in its infancy.
McDonald’s originated in San Bernardino, California in 1948, the brainchild of brothers Maurice “Mac” and Richard “Dick” McDonald. In order to meet the demands of their soon booming venture, the “Speedee Service System” was conceived with a simple premise — provide a limited menu from which guests can be served efficiently so volume can be increased and prices can be lowered. It worked like magic, and in 1961 the McDonald’s enterprise was purchased for $2.7 million by American businessman Ray Kroc.
Green Bay is home to McDonald’s Restaurant No. 91, established circa 1959. Speedee has been at the location since it opened.
Green Bay Speedee’s single arch design dates back to a 1953 drawing created by Dick McDonald.
Speedee represented McDonald’s for only a few years, until he was unceremoniously dethroned in favor of a garish clown named Ronald, “born” in 1963.
In a community where most of the population (of approximately 125,000) is connected to family and friends going back many generations, tradition and nostalgia are paramount. Speedee’s presence today is a testimony to those sentiments. In fact, the restaurant is still operated by the family of Romaine Schanock, the original owner.
As other Speedees around the country met their demise, Green Bay’s Speedee stood strong (quite a feat considering the magnitude of the winters here at the home of the "frozen tundra"). To the best of my knowledge, only one other Speedee remains operating at its original location . . . in Muncie, Indiana. The Muncie Speedee still has the vertical neon lights between the bottom of the arch and the top of the McDonald’s logo. After the Green Bay sign was vandalized several times, a decision was made to not replace the vertical lights. The sign was restored in 2005.
In 2002, the Green Bay Historic Preservation Commission awarded Speedee an Historic Preservation Award as “Culturally Significant”.
Speedee is gorgeous whether you visit him during the day or at night. Me? I prefer to admire him in a neon glow. What about you?
The Green Bay McDonald’s Speedee sign is located on the southwest corner of the intersection of Shawano Avenue and Military Avenue, 1587 Shawano Avenue, Green Bay, Wisconsin 54303 (GPS coordinates: 44.530006,-88.06051).
Sources:
- American Restaurant Magazine (September 1962, p. 27): The Most Important 60 Seconds In Your Entire Life
- greenbaypressgazette.com (Jan. 7, 2009): Green Bay golden arch is a survivor
- Plant Retro: Character of the Week: McDonald’s Speedee
- RoadsideArchitecture.com: McDonald’s Signs
- Wisconsin Historical Markers: McDonald’s Speedee Sign (circa 1959)
Becca says
There’s a Speedee in Montrose, CO at 1035 E Main St, Montrose, CO 81401
Thanks for this page, I was very curious about the sign!
Jon Sutton says
There is another Speedee at the McDonalds in Fillmore, California. Still going strong on the neon too, though the large arch-style sign is different than the ones seen above here. He’s on a taller, single post kind of like one of the generic arches.
TIMOTHY M Benton says
That Arch I believe was produced in 1962, the Green Bay one was in 1959
Michael says
my local McDonalds in fairhaven still has Speedee, even the tables even have speedy on them where he’s holding a sign that says “I’m Speedee” the building hasn’t even been changed at all since 1960 besides a soda machine other than that its completely vintage you can google some images of it, its pretty surreal, glad to help out!
Speedee says
There’s a Speedee in Libertyville I’M
AKN says
There’s still McDonald’s #3–franchised by the McDonald Brothers and not by Kroc–in Downey, CA, with Speedee running happily some 50 feet in the air. 🙂 [Photos at the link below]
http://www.highwayhost.org/Mcdonalds/mcdonalds2.html
John Wareham says
Downey California. Lakewood at Florence. Speedie still going strong!
http://wavenewspapers.com/historic-downey-mcdonalds-to-add-drive-through-window/
Chris F. says
Apple Valley in MN on HWY 42 & 77 has a newer Speede sign. Not very neon, but a flat back lit cartoon type figure. On top of their McD’s sign.
Brian says
seems like a lot more than two… I can add Lapeer, MI to the list, drove by it yesterday and it made me curious about the era of the sign…
Barbara D Holtzman says
Just saw one in Las Vegas. March 2021. Definitely more than two.
Lisa Wilson Grant says
Speedee is on the sign in Stuart, FL