• Mcdonaldization
Explained
MUCH OF SOCIETY IS STARTING TO RESEMBLE THESE
BASIC PRINCIPLES:
• EFFICIENCY
– DO IT QUICKLY
– Reduces human interaction between
customer & company
• UNIFORMITY/predictability
– LEAVE NOTHING TO CHANCE
• CALCULABILITY
– DO IT ACCORDING TO PLAN
• CONTROL THROUGH AUTOMATION
– HUMANS ARE MOST UNRELIABLE FACTOR
McDonaldization
Video
MUCH OF SOCIETY IS STARTING TO RESEMBLE THESE
BASIC PRINCIPLES:
• EFFICIENCY
– Optimum method to complete a task
– Getting cheapest unit price
– Best cost for least effort
– Everything is done quickly
– Customer does the work
Examples:
– Salad bars: You rent a plate & do all the
work yourself. Very efficient for the
restaurant
– ATMs: You enter withdrawal or deposit
info to a computer. Reduces human
interaction
McDonaldization
Video
MUCH OF SOCIETY IS STARTING TO RESEMBLE THESE
BASIC PRINCIPLES:
• CALCULABILITY
– DO IT ACCORDING TO PLAN
– Emphasized quantity over quality
(bigger is better)
– Everything must be able to be
measured
• E.g. time, # of units, portion sizes
– How much are you getting vs. how
much are you paying?
– Companies want you to realize how
much you’re getting, not how good the
items are
McDonaldization
Video
MUCH OF SOCIETY IS STARTING TO RESEMBLE THESE
BASIC PRINCIPLES:
• UNIFORMITY/predictability
– LEAVE NOTHING TO CHANCE
– The same experience at ALL
locations
• E.g. same tasting food
– Gives consumers a sense of safety
– Builds brand loyalty
– Makes work routine & mindnumbing
McDonaldization
Video
MUCH OF SOCIETY IS STARTING TO RESEMBLE THESE
BASIC PRINCIPLES:
• CONTROL THROUGH AUTOMATION
– HUMANS ARE MOST UNRELIABLE
FACTOR
– Reduce human interaction =
increased human control by
company
– Humans easier to replace
– Machines don’t get sick, get
married, get into car accidents, etc.,
which pull away from time on the
job
– Reduces thinking
McDonaldization
Video