The following report which is on the basis of the service quality management will categorically analyze the structural and principal components applied in the theoretical context of McDonaldization. This theorisation is a recent formulation that has proliferated the management sectors to ensure the quality and the homogeneity of the service goods. The work of the senior manager of the quality control department is to analyse the case study of the butcher burger. Butcher burger is a Hong Kong based fast food chain of restaurant. It has gained popularity in the town not only for their quality but also for the uniformity of the service. The report will start with the definition and the meaning of the concept of McDonaldization, following the elaboration of the evolution of concept as well as the essential components of the same.
The report will carry out a systematic analysis of the same and it is based on the current case study, identifying their physical setting, integration, the key considerations, the investigation, and the background of the case. The report will also provide a recommendation of the potential problems to identify the quality service management of the cited company so that the company can effectively identify the problem areas and address the concern issues at once.
Control: This is an essential element in the process of McDonaldization where the uniformity and the standardization of the human employee are of utmost importance. This component calls for it to replace the human labor force with the non-human technologies if required (Ford, 1994)
Ritzer also took the liberty of outlining another aspect to elaborate this theory. It is the “irrationality of rationality”. He labels this as the fifth aspect of McDonaldization and outlines his analogy. In the given context, it signifies that the established rational systems are usually irrational to the core and it works against the basic essence of humanity. He also added that despite the multiple advantages offered by the bureaucratic system, it has basically paralyzed the core human rights and values, which is dehumanizing in a way. Hence, this understanding renders the established systems irrational (Ritzer, 1983).
The physical setting of the Butcher Burger
The Butcher Company has strategic-locations, the hierarchy of the organizational management, surveillance, uniformity of services and custom catering regarding their physical setting. In terms of understanding the organisational ecology of Butcher Burger, the organisational culture promotes a healthy relationship between the employees and the managers which stimulates a better productivity and quality. The employees are allowed to exercise their liberty in voicing their opinion and have control over the operational design. In this context, the organisational theory of democracy can be effectively employed. The theory implements the idea of democratic distribution of rights and powers among the employees of the organisation. This allows the liberty of decision making, wherein the decision making procedure is not only centralised but also allows the participation of the employees. Moreover, it encourages the employees of the butcher burger to actively participate in the organisational designs and management procedures.
They have their popular outlets in Rialto, Stanley St. and several another popular outlet. They provide a wide range of choices in pork and red meat. In the given scenario of the vegan trend and the rising health consciousness, it is important for the company to follow a product diversification strategy for their poultry products. This will encourage the dieter to visit the restaurant and expand their customer strength (thebutchers.club, 2017)