Chapter 1. Introduction McDonaldization: The Basic Principles The Advantages of McDonaldization A Critique of McDonaldization: The Irrationality of Rationality McDonalds: Creating the "Fast-Food Factory" McDonalds and Other Brick-And-Mortar Consumption Sites The Long Arm of McDonaldization McDonalds as an American and a Global Icon A Look AheadChapter 2. McDonaldization: Past and Present Thinking about the Brick-And-Mortar "Solids", Digital "Liquids", and the Augmented Reality of "Bricks-and-Clicks" Key Predecessors McDonaldization and Consumption Today Comparing McDonalds, Wal-Mart and Amazon.comChapter 3. Efficiency: Consumers 1 Efficiency: Drive-Throughs and Finger Foods Calculability: Big Macs, Algorithms and Big DataChapter 4. Predictability and Control: Consumers 2 Predictability: It Never Rains on Those Little Houses on the Hillside Control: Human and Nonhuman RobotsChapter 5. Efficiency and Calculability: McJobs and Other McDonaldized Occupations 1 McJobs and the Dimensions of McDonaldization Efficiency: Its a Fetish Calculability: Zeal for SpeedChapter 6. Predictability and Control: McJobs and Other Mcdonaldized Occupations 2 Predictability: Scripting and Controlling Employees Control: Even Pilots Arent in ControlChapter 7.

The Irrationality of Rationality: Traffic James on Those "Happy Trails" Inefficiency: Long Lines at Checkout High Cost: Better off at Home False Friendliness: "Hi, George" and Emojis Disenchantment: Wheres the Magic? Health and Environmental Hazards: A Days Calories in One Fast-Food Meal Homogenization: Its No Different in Paris Dehumanization: Getting Hosed at "Troff n Brew" Dealing With Irrationality: Of Velvet, Rubber, of Iron Cages? Conclusion.