McDonaldization: A Process of 4 Principles
On February 12, I frequented the McDonald’s in Boston’s Chinatown. The subsequent week, in February 18, I stopped at the Starbucks in Boston’s City Place food court docket. These two junk food shops may differ in performances, but I actually observed various similarities in the manner each implemented the McDonaldization process, including four particular principles. When McDonaldization may be beneficial, this fast food system appears to feature just as various disadvantages to society since advantages.
In his book, The McDonaldization of Society, sociologist George Ritzer outlines the four rules of McDonaldization. The to begin these rules is effectiveness, defined as “the optimum method for getting from point to another” (Ritzer 13). On my visit to each, McDonald’s and Starbucks both had efficient methods to ensure their customers ordered and received their very own food and drink in as little period as possible. I discovered McDonald’s to be much quicker in getting customers their buy, considering a lot of the food is usually prepared ahead of time. I bought a milkshake at McDonald’s, which was dispensed from a machine and handed to my opinion, all in under a minute. Starbucks also utilizes this pre-made practice. Every food products, just like sandwiches and bagels, are produced earlier inside the day then warmed up the moment ordered. Alternatively, Starbucks’ baristas make all their speciality beverages (or whatever is not really plain coffee) manually, immediately after the customer requests. At slow times of the morning, like 1PM when I stopped at, Starbucks’ productivity is almost never a problem. Nevertheless , at more busy times of the morning (8AM or noon), I have noticed consumers tightly collected next for the barista’s counter-top, waiting for all their food or perhaps drink. This is especially a problem in Starbucks retailers where position room is scare, like the City Place location. I recently came across another difference in productivity when the McDonald’s employee who have handed me my drink asked how many products I wanted (I found this kind of odd since I purchased a milkshake). Oppositely, Starbucks has a milk and sugar counter to save lots of the time and effort in the barista’s.
Another principle Ritzer evaluates is usually calculability, defined as an emphasis on “the quantitative aspects of goods sold (portion, size, cost) and solutions offered (the times it takes to get the product)” (Ritzer 14). I noticed McDonald’s and Starbucks approach calculability through distinct versions of the identical method. Both stores have methods of producing their customers imagine they are getting more for their money. While McDonald’s has the Dollar Menu, Starbucks’ drink sizes are called so that just about every drink seems like it is a huge. The smallest size at Starbucks is known a “tall”, with the two larger sizes being “grande” and “venti. ” Nonetheless, McDonald’s really does provide customers with more for money when compared with Starbucks. Many of the drinks on the Starbucks menu start at just a little over several dollars. Ritzer writes that Starbuck’s large prices perform into its effort to establish on its own as complex. He claims, “This is a high-end, ‘classy’ show, not really the affordable and gaudy one on view at the McDonald’s down the road” (Ritzer 175). The velocity at which you can receive their very own food or drink at both retailers also performs into calculability. Ordering dinner from McDonald’s is much quicker than organizing one at your home. Ordering a glass or two from Starbucks is debatably less complicated than making 1 at home, although it is convenient to those who may want a cup of coffee “on-the-go. “
Another principle of McDonaldization is predictability, which in turn Ritzer describes as “the assurance that products and services could be the same as time passes and in almost all locales” (Ritzer 14). The two McDonald’s and Starbucks have a similar interiors concepts in each location. In McDonald’s, normally, this is white-tiled floor surfaces and hard chairs. Starbucks’ cafes frequently follow a comfortable and traditional theme, with employees wearing black under their green aprons. Starbucks also features several merchandised items in each retail store, such as cups or quick coffee bouts. The employees in McDonald’s and Starbucks the two follow related scripts the moment taking instructions, like “Would you like a drink with your foodstuff? ” or perhaps “Would you like whipped cream? ” Predictability can also be seen in the quality of McDonald’s and Starbucks products through each site. A major selling point of both stores is the fact that that the items will flavor the same, despite the location. A McDonald’s hamburger from Nyc will flavor the same as a McDonald’s burger from Boston. This is guaranteeing to customers who are simply just looking to eat and not looking to try something new. However , I actually often find that Starbucks is incredibly unpredictable in the availability of the food items, in contrast to McDonald’s. On this particular visit, to Starbucks I ordered a grilled cheese, along with my drink. Automobile taking my own order informed me that the shop was away of sandwiches for the day. I actually find this sometimes happens in later hours of the day, although this was the first time I skilled this and so early in the afternoon. One more aspect of both stores’ predictability are their particular season-exclusive items. On my trip to McDonald’s, I actually ordered a Shamrock Wring. This mint-flavored milkshake is available only from mid-February to mid-March and would not become available atlanta divorce attorneys United States store until 2012. Likewise, Starbucks features many seasonal refreshments, the most famous that being the infamous Pumpkin Spice Latte. This beverage is available during Autumn and celebrated its tenth anniversary in 2013. Fans of both seasons drinks excitedly await their particular return every year, knowing precisely what to expect inside the month of either Sept. 2010 or Feb.
The final rule of McDonaldization is control, which is “exerted over the folks who enter the world” of possibly McDonald’s or perhaps Starbucks (Ritzer 15). Personnel are conditioned to do jobs and expected to perform these people in the same manner every time. Ritzer responses that McDonald’s works to regulate customers according to a unique philosophy of “eat quickly and keep. ” He states, “Lines, limited menu, few choices, and not comfortable seats all lead diners to do what management would like them to do” (Ritzer 15). On my vacation to McDonald’s, My spouse and i felt me personally wanting to complete my drink and leave as soon as possible. On the other hand, I brought work with myself on my visit to Starbucks with the intention to stay after I received my purchase. Control is usually present through the non-human technology McDonald’s and Starbucks the two possess. Starbucks’ baristas happen to be taught to use the coffee machines, as McDonald’s employees will be taught to use the milkshake or ice cream machines. This saves time, but contributes to these products being given a bad “manufactured” status.
There are the two advantages and disadvantages towards the McDonaldization procedure. One of the most essential advantages is a instant gratification for a low cost. Specific advantages include McDonald’s efforts to hire and encourage minorities and Starbucks’ advertising of caffeine culture in countries that did not actually have one. The disadvantages of the system are generally ignored by simply society. Whilst it is no secret that the majority of the McDonald’s menu is extremely full of calories, salt, and body fat, customers be satisfied with it due to the convenience in both rate and selling price. Similarly, a large number of Starbucks drinks, including the sweet Frappucinos which in turn appeal to younger consumers, are comparatively high in calories and sugar. Starbucks’ status as “high-end” may distract some clients from noticing their drink is just as bad as a meals from McDonald’s. In keeping with effectiveness and control, both retailers are utilizing new technological ways of functioning (i. electronic. paying and ordering through iPhone apps), which minimize the need for the manual labor of your paid staff. There is a order, regularity in equally McDonald’s and Starbucks, which is dampening to employees and customers. We enter, place our typical order, await it to get handed to us, and leave, just as we usually do. We do this devoid of questioning each of our consumption or perhaps spending habits. McDonald’s and Starbucks may not seem to include much in keeping from the outside, but their insides take in, sleep, and breathe the process of McDonaldization.
