“The bureaucracy is a dehumanizing place in which to work and by which to be serviced. The main reason we think of McDonaldization as irrational, and ultimately unreasonable, is that it tends to become a dehumanizing system that may become anti-human or even destructive to human beings.” – George Ritzer
In part 4 of this series I discussed how the tentacles of McDonaldization have spread far beyond the fast food industry and attached themselves to almost every institution of American culture. This implementation of the hyper-rational methods developed by Ray Kroc for the McDonald’s food chain, however, when implemented, tend to foster irrational behavior and results.
As parts 1 and 2 of this series explained, McDonaldization is evolved from bureaucracy, a form of standardization that emphasizes chain of command, efficiency through strict limitation of individual duties and responsibilities, and above all, strict control over all operations. Kroc’s adaptation of this methodology for his hamburger stands distilled the rigidity of bureaucracy into four essential elements George Ritzer calls McDonaldization: efficiency, calculability, predictability, control. The application of these elements, as explained in part 3 of the series, was wildly successful – financially – and made McDonald’s the envy of first their direct competitors and then of the entire business world. Businesses of all sorts began to apply the McDonald’s methodology to their companies – with varying degrees of success. Continue reading