McDonaldization is a cultural process associated with increasing global homogeneity or sameness. Increasing businesses are becoming foundationally based on similar principles and processes.
The more the company adjusts to local conditions, the more appeal the scientific calculations of the specifically American product may be lost.
Even student unions have come to resemble shopping malls with their many dining options and handy ATM machines.
Like the customers in a fast-food restaurant, students do most of the work of educating themselves, interacting more often with a computer than a teacher. To be sure, a footnote here and there includes a reference to critical theory, but a rigorous application of it is absent from his argument.
The first principle, predictability, is that you will find everything within your predicting capability.
De-McDonaldization Organizations have been making an effort to deny the rationalization of McDonaldization. When I first read about it, I was pretty surprised. Moreover, through McDonaldization, the distinction between the customer and employee is disappearing.
It is thought provoking, amusing, and disturbing. Five principles associated with McDonaldization include efficiency, calculability, predictability, control through technology, and irrationality of rationality.
In practice the interpretation and execution of policy can lead to informal influence. The entertaining discussion of postmodern responses to McDonaldization in the chapter on dealing with the new means of consumption focus on combating the code by, for instance, intentionally overpaying for a Big Mac or asking that it be made rare.