1. An Introduction to McDonaldization -- McDonald's as a Global Icon -- The Long Arm of McDonaldization -- The Dimensions of McDonaldization -- Efficiency -- Calculability -- Predictability -- Control -- A Critique of McDonaldization: The Irrationality of Rationality -- Illustrating the Dimensions of McDonaldization: The Case of IKEA -- The Advantages of McDonaldization -- What Isn't McDonaldized -- A Look Ahead -- 2. The Past, Present, and Future of McDonaldization: From the Iron Cage to the Fast-Food Factory and Beyond -- Bureaucratization: Making Life More Rational -- Weber's Theory of Rationality -- Irrationality and the "Iron Cage" -- The Holocaust: Mass-Produced Death -- Scientific Management: Finding the One Best Way -- The Assembly Line: Turning Workers Into Robots -- Levittown: Putting Up Houses---"Boom, Boom, Boom" -- Shopping Centers: Malling America -- McDonald's: Creating the "Fast-Food Factory" -- McDonaldization and Contemporary Social Changes -- The Forces Driving McDonaldization: It Pays, We Value It, It Fits -- Other Major Social Changes: McDonaldization in the Era of the "Posts" -- The Future: Are There Any Limits to the Expansion of McDonaldization? -- 3. Efficiency: Drive-Throughs and Finger Foods -- Streamlining the Process -- The Fast-Food Industry: Speeding the Way From Secretion to Excretion -- Home Cooking (and Related Phenomena): "I Don't Have Time to Cook" -- Shopping: Creating Ever-More Efficient Selling Machines -- Higher Education: Just Fill in the Box -- Health Care: Docs-in-a-Box -- Entertainment: Moving People (and Trash) Efficiently -- Online Dating: Show Your Interest With Just a "Wink" -- Other Settings: Streamlining Relationships With Even the Pope -- Simplifying the Product -- Putting Customers to Work -- 4. Calculability: Big Macs and Little Chips -- Emphasizing Quantity Rather Than Quality of Products -- The Fast-Food Industry: Of "Big Bites" and "Super Big Gulps" -- Higher Education: Grades, Scores, Ratings, and Rankings -- Health Care: Patients as Dollar Signs -- Television: Aesthetics Are Always Secondary -- Sports: Nadia Comaneci Scored Exactly 79.275 Points -- Politics: There Ware No Sound Bites in the Lincoln-Douglas Debate -- Reducing Production and Service to Numbers -- The Fast-Food Industry: Hustle, and a Precooked Hamburger Measures Exactly 3.875 Inches -- The Workplace: A Penny the Size of a Cartwheel -- 5. Predictability: It Never Rains on Those Little Houses on the Hillside -- Creating Predictable Settings -- Motel Chains: "Magic Fingers" but No Norman Bates -- The Fast-Food Industry: Thank God for Those Golden Arches -- Other Settings: E.T. Can't Find His Home -- Scripting Interaction With Customers -- The Fast-Food Industry: "Howdy Pardner" and "Happy Trails" -- Other Settings: Even the Jokes Are Scripted -- Making Employee Behavior Predictable -- The Fast-Food Industry: Even Hamburger University's Professors Behave Predictably -- Other Settings: That Disney Look -- Creating Predictable Products and Processes -- The Fas-Food Industry: Even the Pickles Are Standardized -- Entertainment: Welcome to McMovieworld -- Sports: There's Even a McStables -- Minimizing Danger and Unpleasantness -- 6. Control: Human and Nonhuman Robots -- Controlling Employees -- The Fast-Food Industry: From Human to Mechanical Robots -- Education: McChild Care Centers -- Health Care: Who's Deciding Our Fate? -- The Workplace: Do as I Say, Not as I Do -- Controlling Customers -- The Fast-Food Industry: Get the Hell Out of There -- Other Settings: It's Like Boot Camp -- Controlling the Process and the Product -- Food Production, Cooking, and Vending: It Cooks Itself -- The Ultimate Examples of Control: Birth and Death? -- Controlling Conception: Even Granny Can Conceive -- Controlling Pregnancy: Choosing the Ideal Baby -- Controlling Childbirth: Birth as Pathology -- Controlling the Process of Dying: Designer Deaths -- 7. The Irrationality of Rationality: Traffic Jams on Those "Happy Trails" -- Inefficiency: Long Lines at the Checkout -- High Cost: Better Off at Home -- False Friendliness: "Hi, George" -- Disenchantment: Where's the Magic? -- Health and Environmental Hazards: Even Your Pets Are at Risk -- Homogenization: It's No Different in Paris -- Dehumanization: Getting Hosed at "Trough and Brew" -- Fast-Food Industry: Gone Is the "Greasy Spoon" -- Family: The Kitchen as Filling Station -- Higher Education: McLectures and McColleges -- Health Care: You're Just a Number -- Dehumanized Death -- 8. Globalization and McDonaldization: Does It All Amount to... Nothing? -- Globalization -- McDonaldization and Grobalization -- Nothing-Something and McDonaldization -- Nothing-Something and Grobalization-Glocalization -- The Grobalization of Something -- The Grobalization of Nothing -- The Glocalization of Nothing -- The Glocalization of Something -- The Case for McDonaldization as an Example of the Glocalization of Something -- The Case for McDonaldization as an Example of the Grobalization of Nothing -- 9. Dealing with McDonaldization: A Practical Guide -- Creating "Reasonable" Alternatives: Sometimes You Really Do Have to Break the Rules -- Fighting Back Collectively: Saving Hearts, Minds, Taste Buds, and the Piazza Di Spagna -- McLibel Support Group: McDonald's Pyrrhic Victory -- National Heart Savers Association: McClog the Artery -- Slow Food: Creating a Place for Traditional, Regional, and High-Quality Food -- Sprawl-Busters: A "Hit List" of McDonaldized Superstores -- Local Protests: Not Wanting to Say "Bye-Bye to the Neighborhood" -- Coping Individually: "Skunk Works," Blindfolded Children, and Fantasy Worlds -- Games, Knitting, and Non-Rationalized Niches -- A Range of Individual Actions: If All Else Fails, Save the Children -- Freedom: If You Can't Cope, Can You Escape? -- Some Concluding Thoughts -- 10. The DeMcDonaldization of Society? -- A Potpourri of Factors -- Starbuckization -- What Has Starbucks Added to, or Removed From, the McDonald's Model? -- Should the Concept of "Starbuckization" Replace "McDonaldization"? -- The Irrationality of Rationality at Starbucks -- The Internet and DeMcDonaldization -- eBayization -- Web 1.0 and 2.0.