Siblings Richard and Maurice McDonald opened the first McDonald's at 1398 North E Street at West 14th Street in San Bernardino, California (at ) on May 15, 1940. The brothers introduced the "Speedee Service System" in 1948, putting into expanded use the principles of the modern fast-food restaurant that their predecessor White Castle had put into practice more than two decades earlier. The original mascot of McDonald's was a chef hat on top of a hamburger who was referred to as "Speedee". In 1962, the Golden Arches replaced Speedee as the universal mascot. The mascot, clown Ronald McDonald, was introduced in 1965. He appeared in advertising to target their audience of children.