FAST FOOD NATION
Section I - The American Way
Chapter 2 - Your Trusted Friends
The concepts of conformity and organizational homogenization, while repugnant in a democratic society, can actually aid big businesses and more specifically franchises in promoting quality assurance and brand loyalty. Large corporations, such as McDonald's, are able to maintain stability and control by removing any factors that may create unfamiliarity for their customers.
The goal of McDonald’s is to create a fast food empire founded on conformity to ensure a common experience. For example, everything from the menu, to the restaurant facade, to the golden arch flag waving proudly beside our American flag, demonstrates their efforts to create a sense of comfort through familiarity. McDonald’s target market expects the same service, experience, and product whenever they enter a franchise location. Large corporations recognize the power of consistency and the importance of conformity within their ranks. When Ray Kroc says, “We have found out [...] that we cannot trust some people who are nonconformists. [...] The organization cannot trust the individual; the individual must trust the organization”, Kroc was trying to emphasize the importance of conformity and need for trust in the organization’s goals. Kroc had created a successful formula and needed his employees to share his vision.
The American fast food industry has made a significant impression on our social and economic landscape. The concept of “flipping burgers” has become synonymous with entry level employment for teens and other unskilled laborers. The industry employs hundreds of thousands of people at all levels. The industry also occupies a prominent place in our popular culture. From commercials on television, to the ads on the side of the bus, to the billboard on the side of highway 95, the fast food industry has made itself a visible force in the American economy and pop culture. The fast...
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