The Four Elements Of Calculability In The Fast Food Industry

1272 Words 6 Pages
The world today has become faster than ever with the flow of information right at our fingertips, and it has truly become an essential factor to take into account in our daily lifestyle. From fast food restaurants to online shopping, nearly everything has become such a quick breeze to accomplish. McDonalds has become one of the most success icons in the fast food industry causing sociologist, George Ritzer, to coin the term McDonaldization. McDonaldization is any institution or organization that follows the four main principles of efficiency, calculability, predictability, and control to which it brings the ideal model of accomplishment. This model can also be applied throughout online shopping. A company like Amazon, that has been established …show more content…
To start off, “calculability is an emphasis on the quantitative aspects of products sold (portions, size, cost) and services offered…” (Ritzer 16). Calculability emphasizes on the quantity over quality where you get more bang for your buck or so it seems. McDonalds is well known for holding up limited time specials that signify the idea that “bigger is better,” for example they have offers to double the Big Mac or the Quarter Pounder along with combo meal deals, you name it. Ultimately, these fast food chains use calculability to gain higher profits for what seems customers are getting the best deals for. The Amazon version of calculability would be selling their variety of products in a bundle or selling the same product in larger quantities for what seems like a deal you could not resist. For instance, Amazon advertises their new Echo Dot (2nd Generation) product which is a hands-free voice controlled device that is a Bluetooth speaker which also connects with the smart appliances from lights, fans, sprinklers, garage doors and much more. Now, although you have the option of buying a single item of this device, Amazon offers in bulk quantities where ordering six of these will get you one extra free. There are so many examples of calculability being applied other examples include online coupon codes, warranty purchases, additional accessories, and other related …show more content…
Although humans are needed to perform certain tasks many of McDonald’s technologies help to “reinforce the control.” (Ritzer). Examples include preprogrammed cash registers, soft drink dispensers that shut off itself when full, and French fry machines that lift up when they are done. Amazon has similar products to further bring this ideology of control and consistency in their products such as Kiva robots that bring goods from shelves out of storage and carry them to the employees (time) from warehouses and future plans of bringing drones to deliver products to customers in thirty minutes or less using Amazon Prime Air service. Amazon is a company that strives with saving time, delivering quick, and having reliable products which makes it ideal for

Related Documents