McDonalds as a Phenomenon - Essay Example

McDonalds Introduction What is the phenomenon? McDonalds d after its starters Mac and Dick, the entity’s journey started in 1948 after they started their own business in San Bernardino, which during then sold hamburger and other related simple products (Cross 225). They then met Ray Kroc whom they worked together catapulting the entity to unequalled success globally despite being an emergent entrant. Before agreeing to join them, these brothers were Ray’s constant clients buying from him many mixers, which aroused his curiosity (Johansen 82). Hence, prompting him to find why they were procuring such big number of mixers from him despite knowing exactly their business. It is after investigation that he unveiled how lucrative the entity was but took time joining them 2. How did the phenomenon went global Ray After investigating while still dealing with the brothers, he found out the entity had the potential of becoming prominent in the region judging from Americans’ attitudes towards eat out joints. Hence, advised them to expand the entity’s presence but they did not know how to do that where he intervened as their agent and establishing first shop in Chicago (1955) (Johansen 82). After six years, Ray managed to buy this entity from the brothers, hence being able to have adequate and complete control meant to keep it in the best track he deemed would ensure success. Hence, during then being extremely strict in managing his array of restaurants together with ensuring the entity fully embraced cleanliness, quality as well as excellence in service, which comprises its key aspects to date. Besides strict operations, his intention was to spearhead numerous establishments not only in US but also globally but using similar standards. According to Johansen (82), the entity by 2012 had approximately 14,000 units in US and over 33,000 globally. This is despite its owner before and after acquisition then experiencing serious health drawbacks that could have deterred him from realizing the current enormous entity’s global debut (Johansen 82). 3. Whats the effects of the phenomenon on the globe. Many including health institutions have resulted to intense debates claiming the entity has significantly contributed to the menace of obesity especially among children (Korthals 33). Hence, leading to other serious health drawbacks whose medical treatments are extremely pricey to the extent some Americans are unable to afford. Those pushing for this debate contend food served by this entity has low nutritional value compared to what the entity has attractively relayed on the products’ labels (Korthals 33). This was evident in both UK and US where the enterprise had to absolve itself from serious suits that claimed it had all along misinformed its clientele with the intention of making high returns (Korthals 33). However, despite its retaliations and efforts intended to make it appear innocent, these arguments somehow are true based on the current state of obesity. Since, in most states that do not impose strict polices like in the third world the served food contain less of the important nutrients, hence being unhealthy to the customers. Studies so far conducted cite obesity being a precursor to too many chronic maladies, for instance, heart attack as well as diabetes (Johansen 41). These are harmful as they lead to deaths in most cases if the ailing are unable to manage respective conditions as required. In addition, not everyone globally supports establishment of McDonald’s shops in their towns. Since, they perceive it being a strategy of undermining own culture because foods served by the entity are different from those of the regions’ diverse traditional cuisines. This pessimistic reception has been a challenge to the company as it hinders growth of its market in those regions. However, it is imperative to note despite the disadvantages McDonalds has managed to succeed in other states globally (Mooij 19). This is because it has maintained a good brand image in addition to the fact that it has constantly conducted research of their target market. Hence, sometimes (though very rare) it considers adding tastes of the locals’ preferences in their products without loosing its trend all together. This is especially in regions where in penetrating the market might be extremely hard for McDonald due to traditions that are hard to fade away once it emerges with its products. In addition, it is irrefutable since the inception of this to date has yielded to significant and favourable effects that will remain in history not only in America but also globally. This has prompted numerous and diverse researchers agreeing to the George Ritzer’ premise of “McDonaldization”, which is an interesting phenomenon (Shepard 356). Based on this premise, numerous sectors including education have adopted the entity’s model of efficiency thus availing whatever their clients want with involvement of little effort (Shepard 356). Hence, turn people especially American society turning preferring fast, efficient and convenient services (Shepard 356). For instance, in US’ campuses whereby students’ preference of convenient services with involvement of minimal resources has prompted institutions end up offering e-learning sessions. This includes even integrating other courses such that if compared to a business entity colleges and universities are more like malls as Ritzer predicted (Shepard 356). The other aspect of “McDonaldization” embraced by institutions and other sectors encompasses adequate control without involving unnecessary human activity. This effect is currently characterizing numerous entities; as the emergency of internet takes a central role of enabling people from diverse regions mingle with ease. The other significant effect is encompasses proliferating American culture. This is Whats some of the interesting things in the phenomenon. Interesting things in McDonalds McDonald has made some changes to their menus over the globe to suite new locations as well as those regions’ cultures. The burgers they serve globally are diverse despite from the state of origin insisting on uniqueness of its products. In New Zealand, they serve the Kiwi burger and in India the Maharaja Mac. In Malaysia, they have the Prosperity burger and the Teriyaki burger is served in Japan. McDonald serves the McKroket in Netherlands and the Mclaks in Norway. These are just bur examples indicating that McDonald has gone along way into attracting new customers and ensuring loyalty amongst the usual clients. Conclusion It is evident that McDonalds has surely grown from nothing to something. Evident from the analysis, it took hard efforts of Nick and Mac as well as Ray from the early days of the restaurant to where it is now. The various restaurants located n the globe serve dishes hence proving a basic need to a number of people at a cost. I believe that McDonalds should dwell more in ensuring that it provides a number of dishes that are healthy to its customers. Work Cited Johansen, Lisa T. M. S. R. D. Fast Food Vindication: The Story You Havent Been Told. Los Angeles, CA: J. Murray Press, 2012. Print. Mooij, Marieke K. Consumer Behaviour and Culture: Consequences for Global Marketing and Advertising. Thousand Oaks: SAGE Publications, 2011. Print. Cross, Mary. 100 People Who Changed 20th-Century America. Santa Barbara, California: ABC-CLIO, 2013. Print. Shepard, Jon M. Sociology. Belmont, CA: Wadsworth Cengage Learning, 2009. Print. Korthals, Michiel. Genomics, Obesity and the Struggle Over Responsibilities. Dordrecht: Springer, 2011. Print. Read More