Critically

review

concept of McDonaldization as put forward by George Ritzer.

the

Ritzer (1998) claims the principles of the fast food industry, mainly
McDonalds, are becoming common features of society. This essay
will critically review the concept of McDonaldization by
discussing some global examples and providing evaluation
points.
A key element of McDonaldization is the spread of Mc Jobs. The key
features include simple, unskilled, predictable tasks that are
expected to be completed in the shortest time possible. In addition,
workers are dehumanized through the use of non-human
technologies and by following a pre-established programme of
behaviour, which requires little initiative.
McDonaldization goes beyond scientific management as it also
controls the customers. When critically reviewing Ritzer, it is
important to note that his work updates the work of Marx and
Braverman. Neither predicted the deskilling of the service sector
and the new depths of deskilling (removal of the workers ability to
decide what to say).
However, Thompson & McHugh (2002) suggest that Ritzers concept
fails to understand the resistance to McDonaldization by workers
and consumers.
Ritzer arguesMcDnalds
has succeeded because it offers
consumers, workers and managers efficiency calculability,
predictability and control.
McDonaldization is concerned with the efficiency of organizations in
delivering goods and services to the consumer, but also with
efficient organisation of the production process. Ritzer defines
efficiency asthe optimum method of completing a task. Fast food is
the best solution for customers, it more efficient than traditional
restaurants. Ray Kroc, the founder of the McDonalds chain, was
obsessed with efficiency. He examined every part of the process of
producing a hamburger meal, simplified it and made it quicker. For
example, the process was speeded up if the buns supplied to the
restaurants were pre-sliced. Besides, efficiency is spreading to other
type of organization. Some universities use time-saving multiple
choice exams, which can be graded by computers. In addition,
media also apply this principle, Channel Five news distils ( )complex
news issues into Five Facts which, accompanied by drum n bass music unravel
the news story.

The second principle is calculability. There is an emphasis on

producing a high quantity of goods at a rapid speed. The customers
get a lot of food quickly. However, they may not get a quality dining
experience. Besides, In McDonalds the emphasis is very much on

size (e.g. the Big Mac). However, to some extent it is an illusion of

quantity. More specifically, the large bun surrounding a beefburger
makes it seem larger than it really is. The boxes for fries get bigger
towards the top, making it look full. High speed is more important
than customer satisfaction. The actual portions are precisely
calculated: each bag of fries contains one scoop of chips and
hamburger must weigh 1.6oimces. In addition, Calculability is
spreading to education; quantification has also become increasingly
important in education. In US universities courses are often rated by
students using a scale from one to five. Academics are increasingly
judged by the quantity of publications they produce.
The third is predictability; McDonalds make their restaurant
chain predictable for customers by standardizing the interior
of the restaurants. Although the restaurants are not
identical, the colour, logos and golden arches are
ubiquitous. In other words, you can enter a McDonalds
anywhere in the world and find the surroundings familiar. Its
staff is given a strict series of steps to follow when serving
customers and some of their words are scripted. Ritzer calls the
interactions Employees are given a strict dress-code and managers must attend
Hamburger University. Predictability is now creeping into creative products.
Thus film industry uses sequels ( ) to give customers a familiar and
predictable product, in addition, shopping malls, frozen TV dinners , package
holidays all make consumption much more predictable than it used to be.
Finally, In order to get rid of unpredictability, inefficiency
and uncertainty , McDonalds develop greater control over
workers by automation or the deskilling of the work force.
McDonalds uses technology to limit the scope for individual
initiative. Workers do not have to judge when a cup full
because there is automatic sensor.
Besides, customers are potentially troublesome, but they can be controlled to
some extent. Some fast-food chains use uncomfortable chairs or security guards
to ensure that customers do not liger to long at their tables
RITZER believes all kinds of institution are adopting new techniques to ensure
conformity from customers and staff. The Clock and lesson plan are used to
control teachers. United Airlines requires its telephone reservation staff press a
potty bottom if they are going to toilet

McDonalds has used these same ideas but in new ways to ad

apt to Chinese culture. In 1992, the first McDonalds restaur
ant in China was established near the Tiananmen Square. Th
en, it has expanded fast in China. McDonalds emphasis on c
leanliness is appreciated by Chinese Customers. Besides, th
ey have been taught to clear their own tables by employees,
who also had to teach Chinese customers to queue. They acc
urately regarded children as the target market due to the o
ne child policy and have been successful in it. On the other
hand, they have taken on uniquely Chinese characteristics i
n the process. They have kept maintaining a Western brand
instead of becoming a Chinese brand. Another adaptation th
at McDonalds has made is to have restaurants open 24 hour
s every day. These ideas have helped McDonalds gain succes
s in China.