McDonaldization is a concept used to refer to the modes adopted in the world pertaining to fast foods (Ritzer, 2009, pp.2). The fast-food model that the McDonald chains of stores use has formed the basis of numerous societal structures. McDonaldization is anchored by the four chief principles of competence, calculability, predictability and control.
The theory of bureaucracy and large rationalization process of Max Weber are underlying factors to McDonaldization success. The Max theory aims at reducing inefficiency, uncertainty, unpredictability and irrationality within the organization as Ritzer too puts it.
Application of unity of command, job specification, qualifications and other characteristic of bureaucracy, lead to rationalization. McDonaldization therefore builds on the principles of Weber’s argument to extend rationalization. People have become more responsible and understand their responsibilities, hence the realization of contemporary paradigm in the fast food restaurant. In summary, McDonaldization borrows a lot from concepts posited by Weber.
Efficiency refers to the most cost effectual means of reaching an end product while incurring the least possible cost. The determination of an efficient mode should be based on team work and concerted effort.
The underlying benefits lie in being specific to the interest of the business while marketing it as a benefit to the consumer (Smart, 1999, pp 100). This is due to a decrease in the staffing while rendering precise service to customers. In so doing, a business stands to cut on the costs while maximizing on the sales that will translate to optimal proceeds.
Calculability puts more prominence on capacity rather than quality. In this case, the amount of the product is considered not considering the quality. Appraisal is more subjective on the end product rather than the process to acquire it. During service delivery, it is more of how quick the service is rendered rather than how well it is done.
A case in point is the production of large burgers while reducing on its ingredients, which results, in reduced quality. The business in this case endeavors to convince the consumer that they are getting vast amounts of goods or quick services at relatively low sums of money.
Predictability as a standard of McDonaldization entails standardizing of all the outlets in terms of goods and service delivery (Ritzer, 2009, p.224). The business configuration and outline across all the McDonaldized stores is similar and uniform. This gives the purchaser the same customer familiarity across all the business outlets.
The employees are also indicted into the organization in a similar manner that will enhance uniformity across the organization. The layout in malls and chain supermarkets shows an embrace of the concept of predictability. The color, layout and arrangement of goods are similar which gives the customer an ample time during purchase at various outlets. Predictability goes a long way in retaining the existing customers as they know the routine which helps in saving time.
Control as a pillar of McDonaldization entails the replacement of human manpower with machines or deskilling of the human resource. The predictable service rendered by human beings gets boring to customers as time goes by (Dustin, 2009, p.21). This necessitates the introduction of a different customer experience through the introduction of machines.
The human mind also tends to become weary with time in organizations involving high-order thinking. For instance aero planes are under operations of computers while the flight engineer and pilots only oversee their working. Automation of the services will help sustain the quality of the services by reducing on the variability that accustoms the human mind.
McDonaldization has proved a welcome addition to the daily operations in life. It has significantly improved operations in the communal, monetary and cultural fronts of life. Its rationality makes it mutually beneficial to both the business organization and the consumer. The consumer gets the maximum attainable delivery of goods and services from the commerce. In return, the business benefits from augmented sales and subsequent profits.
List of References
Dustin, D 2009, The McDonaldization of Social Work, Ashgate, London. Pp 21
Ritzer, G 2009, McDonaldization, 3rd edition, Pine Forge Press, pp 2
Smart, B 1999, Resisting McDonaldization, California, Sage, pp 100