What is McDonaldization?

McDonaldization is a term created by the sociologist George Ritzer in 1993 and can be defined by the acceptance of fast-food restaurants characteristics, as a direct result of globalisation. The idea is based on efficiency, rationalisation and scientific management. (Links to an external site.)

The main traits are :

• Efficiency: The task must be completed in the fastest way, using minimal resources.

• Calculability: The results must be quantifiable, allowing managers to know exactly how much they are spending and how much income is generated. The job must be completed fast and the customer is miss-leaded into believing he/she received is valued more than what was paid for it.

• Simplicity: Even less skilled or untrained workers can be part of the system and complete the task at the desired speed.

• Predictability: The same service is received by every customer. The tasks are repetitive and the result is predictable.

• Control: Every step of the production can be controlled and assessed. If possible, employees will be replaced with technology so the process will become flawless .

• Profit lead management: the only purpose is to create profit

• Minimal social interaction: Less communication between staff and customer is the result of the repetitive process of production which wants speed not quality.