In the final chapter of his book, Ritzer presents evidence that suggests society is moving away from McDonaldization and that not everything is controlled or predetermined by large fast food chains. He discusses the concept of DeMcdonaldization by linking it to globalization and referencing various examples provided throughout the book.
In the first paragraphs, Ritzer discusses the various aspects of the definition of Mcdonaldization. Firstly, he mentions its transplanetary nature, which refers to the widespread recognition and influence of Mcdonaldization all over the world. Secondly, he acknowledges its impact across different sectors of society and the global community through processes like efficiency, predictability, calculability, and control. Furthermore, Ritzer points out that Mcdonaldization is not limited to a specific location but rather permeates throughout society, thus emphasizing its liquid mobility. He also highlights the multidirectional flows and global impact of Mcdonaldization on different countries. Lastly, Ritzer addresses the structural aspect of Mcdonaldization, specifically the establishment of supply chains and warehouses that facilitate the smooth flow of processes. In the following section, Ritzer delves into the concept of DeMcdonaldization by examining Starbucks and its tendency to mimic Mcdonaldization practices, thus leading to what he calls Starbuckization.
The central concept of Starbuckization is that McDonalds is no longer at the forefront for various reasons. Firstly, other businesses, such as coffee store chains, rely on Starbucks. Secondly, imitations of Starbucks have emerged worldwide, including in China and Ethiopia. Thirdly, a new index has been created that uses Starbucks products, similar to the Big Mac index, to compare prices and economies between different countries. Lastly, a book has been written based on Starbucks’ leadership principles. Ritzer later discusses the possibility of Starbuckization replacing McDonaldization, but firmly rejects this notion. He argues that McDonalds pioneered the fast food industry and continues to innovate its processes, thereby dismissing Starbuckization as a reason or motivation for DeMcDonaldization.
The author explains that Starbucks has many similarities to McDonald’s, including efficiency, predictability, calculability, and control. Towards the end of the chapter, Ritzer discusses how McDonaldization influences the internet and poses a threat to DeMcDonaldization. The first concept introduced is Ebayization, which suggests that previous terms and strategies are outdated and do not apply to current realities. Ritzer also states that Ebayization has three dimensions: variety, unpredictability, and market-mediated control, which are the complete opposite of McDonaldization processes.
The concept of Ebayization aims to establish a new form of interaction by empowering consumers rather than manipulating them. Later, the author discusses the emergence of Web 1.0, which refers to pioneering internet companies like Microsoft and Apple. This is followed by the introduction of Web 2.0, which grants users more control instead of creators. In his book, Ritzer concludes that Mcdonaldization exists and continues to expand within the realm of Web 2.0. However, he also acknowledges that this environment allows for the process of DeMcdonaldization to occur. Therefore, caution is advised when considering the future prospects of Web 3.0, as both Mcdonaldization and DeMcdonaldization are likely to play a role.
