McDonaldization of Society 2
If you have ever had a meal in a restaurant (fast-food/formal dining), used an ATM in a bank, spent your vacation at an amusement park or simply browsed through a mall, you have been exposed to McDonaldization. McDonaldization is "the process by which the principles of the fast food restaurant are coming to dominate more and more sectors of America society as well as the rest of the world" (Ritzer, 1996, 1). Nearly ever aspect of today's society has been affected by McDonaldization including the restaurant business, education, work, healthcare, travel, leisure, dieting, politics and the family (Ritzer, 1996, 1). I observed three East Side Mario's Restaurant's establishments while the dinner menu was being served on Saturday evenings between 6pm and 8pm to evaluate the ways in which McDonaldization has affected their company. On January 29th I visited East Side Mario's in London, Ontario, on February 19th I visited East Side Mario's in Plano, Texas (I used to hold a job as a server at this location) and on February 26th I visited East Side Mario's in Orange, California. With the diversity of locations I was able to observe, I compared and contrasted many angles of the East Side Mario's concept. Ea
Every store that is built is a replicate of the previous one. The layout of each restaurant is similar, limiting the dining area to all non-smoking and only the bar area has smoking. The same colors are dominant in each store: red, green and white. The immediate feeling you will get when walking inside is that of a New York street with replica's of the Brooklyn Bridge, Statue of Liberty, Scallero Bros. and Costello's Markets (trademarks of ESM). The second dimension of McDonaldization, calculability, is "an emphasis on the quantitative aspects of products sold (portion size, cost) and service offered (the time it takes to get the product)" (Ritzer, 1996, 9). Servers are paid $6.85/hr in Canada and $2.15/hr in The United States. The rest of their money comes from tips so if they expect to take home cash they will have to work to their greatest ability and place their wages in the hands of the customers. Management usually recruits minorities to work the back of the house because they will work hard for little pay. Ritzer, George. 1996. The McDonaldization of Society: An investigation into the Post-Fordism arose later on and is characterized by more customized/specialized products, smaller systems for specialization, technologies that will produce a range of products, requiring more workers, which in turn leads to diversity once again. ESM has also incorporated post-Fordism characteristics. They use one computer system to run the security systems, kitchen appliances, run credit charges and place orders. They cater to each individual customer, giving them what they ask for. Dehumanization recognizes a system that is destructive to human beings. This dehumanization recognized in society is evident through health and environmental hazards, the dehumanization of customers and employers, a negative effect on human relationships and homogenization. The increased concern for the human diet is strongly affected by eating out and Italian food is extremely fattening. A dish known as fettuccine alfredo has been given the nickname "heart attack on a plate". To adapt to these concerns ESM has began to offer low fat dressings and deserts. The vegetables have to be used in good time, as does much of the inventory so that contaminated/old food is not distributed. Dishes must be cleaned thoroughly so that germs do not transfer to other customers. ESM provides a fairly environmentally friendly establishment with reusable dishes. The biggest concern is over styrofoam take-out boxes. Customers expect quick and accurate service, which ESM has provided by reducing the processes of production to numbers. To promise quick service, the server will initially take a drink/appetizer order to ensure that you as a customer receive prompt service immediately. The bread is brought out before the meal to snack on and give just enough time for transition to the main course. Customers do not like to sit in a restaurant without something in front of them. Each item on the menu has a preparation time, which is followed by the staff so customers can expect their food to be promptly served. ESM has successfully involved an emphasis on quantification. Customers follow through with the same routine every time they enter a restaurant. ESM encourages the employees to follow script but at the same time get comfortable and act interested in the customer. But that's just it...an act. Servers really are not interested in the lives of every stranger who steps foot in the building. Scripting brings employees and customers down to a primitive dehumanizing level of interaction. Turnover rates at ESM are not as high as those in the fast food industry however it is unlikely that the same person will ever serve you. With the assistance of Bernard Platt, Vice President of Marie Callender's Pie Shops, Inc., former Vice President of East Side Mario's Restaurant, Inc., I will offer a condensed presentation of East Side Mario's hist
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Approximate Word count = 3422
Approximate Pages = 14 (250 words per page double spaced)
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