According to Ritzer, McDonaldization is the process where the whole society, and not only restaurants, is increasingly running like a fast-food restaurant.
As it was Friday, I decided to examine McDonaldization at TGI Friday's and in the same time have a delicious dinner with my sister at my favorite restaurant. Upon setting there and observing what was going on, I was surprised that many aspects of the restaurant, which in the past appeared to me as common senses, are actually McDonaldized, but most of the people are unconsciously practicing them.
While observing the cycle of interaction between the customers and employees, I realized that the restaurant’s hospitality is standardized. For example, whenever a customer gets in the restaurant, there will be a nice lady standing in front, smiling, holding a candy basket, and repeating the same exact phrases over and over for every customer who is approaching her or even leaving the restaurant. The waiters and waitresses do the same behavior as well, "Would you like a drink or fries with that?" or "Thank you, have a nice day!" According to sociology, these repetitive phrases and actions of the employees are small examples of the machine-like theme identified in the McDonaldization theory.
What is special about TGI Friday’s, from my personal experience, is the fact that its employees, especially the waitresses and waiters are trying to create an intimate relationship between the customers. Based on the way they interact and dress, I can say that they are not very professional but helpful and joyful.
From the way they were dressing, I was able to distinguish the different roles that each employee had and identify their positions. For example, waiters were wearing clown-like outfits, which has helped create senses of humor and vitality in the atmosphere.Managers or whoever seemed higher in position, were wearing professional outfits like dark suits with ties.
The whole business involves attributes of efficiency, calculation, predictability, and control. Their service was so efficient; employees were working as a team most of the time. In other words, individuality is not allowed. Employees were also doing their best in advising and interpreting customer wants. Therefore, customers are encouraged to expect certain service standards, which allow for an efficient service. Information technology is also used to ensure that these services targets are met. For example, they used machines to accomplish certain tasks like refilling drinks and accounting.
In terms of calculation, I realized that TGI Friday's emphasizes quantity rather than quality of its products. The food menu, for example contains over 30 items and the cocktail menu is similarly extensive, along with the desert menu. In addition, the ways in which the food is portrayed on the menus, give the customer an illusion of the quality.
In short, McDonaldization has extended its reach into more and more regions of society. It is affecting every aspect of our lives including cultures, beliefs, and the ways people think. Although there have been many benefits and conveniences that are related to this process of McDonaldization. Its increasingly rational outcomes are becoming irrational.
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