For my McDonaldization exercise, I decided to derail the mechanisms of control and efficiency at a local Taco Bell. Fast food restaurants thrive on delivering predictably mediocre food, relatively fast, and relatively easily. When I disrupted this normal routine, I was met with confusion, humor, and (eventually) frustration.
I aimed to re-introduce human interaction to one of the most de-humanized processes in a fast food industry: the drive-through. A process that emphasizes the efficiency and control the restaurant has over their customers.
I tested this well know restaurant mechanism by changing their expectations about efficiency and control. I repeatedly drove through the drive-through six times, requesting the same dish every time with a specific requirement: a cheese melt, with the cheese extra melted. The first time through the employee accepted my request without a moment’s hesitation, she followed with all the normalcy that one would expect from a fast food restaurant. I paid at the first window and picked my food up at the second. Immediately after, I made a loop around the restaurant in the full view of the windows and proceeded to go back through the drive through with my special request. There was virtually no change between from the first time, except for a slight hesitation by the employee when I requested extra melted and upon seeing me, the lady at the window looked at me for a few seconds or recognition before handing me my food. The third time through the lady looked at me filled with confusion. She started chuckling when handing me my order, assuming it was a joke. I got my food without breaking a smile or letting her in on the project. The fourth time through she was already completing my order as I started to place it and when I saw her at the window, she was laughing. After receiving my order and pulling around for the next one, I saw her talking to another employee through the window. Next time when I pulled around to the window, not only was the lady there, but her co-worker had left her post at the front and was also watching me. As a started to pull around I noticed what appeared to be a manager start to head over to the window and when I next placed my order I noticed the attendant was far more serious than my last four times through. Upon pulling up to the window I was handed my food by the restaurant manager and informed that this act of instigation was unappreciated and I was told to leave the premises immediately. I found this process to be excessively uncomfortable and I found it was hard to not break “character” and laugh off as a joke.
Overall the McDonaldization that we are used to helped streamline my experience, which I would definitely classify as an advantage, however the way that Taco Bell seemed to react when they lost even the slightest control over their employees’ interactions stopped any level of individuality, and overall leads to fewer employee interactions.
I aimed to re-introduce human interaction to one of the most de-humanized processes in a fast food industry: the drive-through. A process that emphasizes the efficiency and control the restaurant has over their customers.
I tested this well know restaurant mechanism by changing their expectations about efficiency and control. I repeatedly drove through the drive-through six times, requesting the same dish every time with a specific requirement: a cheese melt, with the cheese extra melted. The first time through the employee accepted my request without a moment’s hesitation, she followed with all the normalcy that one would expect from a fast food restaurant. I paid at the first window and picked my food up at the second. Immediately after, I made a loop around the restaurant in the full view of the windows and proceeded to go back through the drive through with my special request. There was virtually no change between from the first time, except for a slight hesitation by the employee when I requested extra melted and upon seeing me, the lady at the window looked at me for a few seconds or recognition before handing me my food. The third time through the lady looked at me filled with confusion. She started chuckling when handing me my order, assuming it was a joke. I got my food without breaking a smile or letting her in on the project. The fourth time through she was already completing my order as I started to place it and when I saw her at the window, she was laughing. After receiving my order and pulling around for the next one, I saw her talking to another employee through the window. Next time when I pulled around to the window, not only was the lady there, but her co-worker had left her post at the front and was also watching me. As a started to pull around I noticed what appeared to be a manager start to head over to the window and when I next placed my order I noticed the attendant was far more serious than my last four times through. Upon pulling up to the window I was handed my food by the restaurant manager and informed that this act of instigation was unappreciated and I was told to leave the premises immediately. I found this process to be excessively uncomfortable and I found it was hard to not break “character” and laugh off as a joke.
Overall the McDonaldization that we are used to helped streamline my experience, which I would definitely classify as an advantage, however the way that Taco Bell seemed to react when they lost even the slightest control over their employees’ interactions stopped any level of individuality, and overall leads to fewer employee interactions.