Italiano
In 1993, the American sociologist George Ritzer coined an expression to indicate a new direction that was emerging in modern society: McDonaldization.
This is, very briefly, the homologation and standardization of processes, services and goods, aimed at maximizing efficiency, quantifiability, and predictability.
And finally it would allow the ultimate goal: control over every aspect of organization management.
Now, a general socio-political discussion could be made that would take much longer than a post.
Let’s focus on food business instead.
The famous fast-food chain has shown the world how it is possible to offer low-cost meals through a model that can be replicated in every corner of the world (literally!) thanks to an extreme rationalization of production processes.
But, to paraphrase Newton: “To every action, there is always opposed an equal reaction”.
And here also in the world of catering arise extremist localisms (especially that outrage called “gastronationalism“), suppliers (not always honest) of “organic” and/or “DOC” labels and certificates.
And advocates of new eating habits that recall nature and traditional uses and customs, who deliberately ignore that many of those habits are neither eco-friendly, nor (most of the time) suitable for the pockets of the less well-off classes.
My point is: let’s leave everyone to decide for themselves what to put in their stomach.
Shall We?
