Explain the concept of McDonaldization. Why is it called "McDonaldization"? What are the four characteristics that define this process? Describe concretely how each of the four characteristics has worked in fast food.
What will be an ideal response?
Varies but should include that McDonaldization is a process of rationalization but has irrational consequences. This process rationalizes through four characteristics: 1. Efficiency. Quickest and least costly means to achieve the desired end. In fast food, it means every hamburger is created with no wasted movements or ingredients and served in a fast-food window; 2. Calculability. Everything in the process is assigned a cost. This means that how quickly a burger is produced, the time it takes to assemble, and every item on the burger is accounted for; 3. Predictability. Each experience is identical regardless of location. McDonald's is the same everywhere; and 4. Control. Machines or equipment allow owners/managers to limit what employees can do and requires less skill by the employee, who usually only follows steps. The employee can then be paid less. Example: the use of the French fry machine, which is on a timer and requires no judgment on the part of the worker.
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