During each visit, a group member made a purchase and sat at a table where one could observe the behavior of managers and employees and customer interactions, without interfering with normal operations. One would imagine that the manager would almost always use position power and would use a telling style of leadership since the typical employee is young or inexperienced. Indeed, some managers were observed as running the operations in a machine like manner, especially during peak business periods.
Further, fast food is quickly becoming a global phenomenon as the culture of fast food is expanded around the world Caglar ; Leidner ; Hume While consumer behavior and service marketing textbooks contain many fast food examples Bitner and Zeithaml ; Solomon ; Mahatoo ; Peterthere is a paucity of academic research on fast food as a cultural milieu in which individuals work and consume.
The organizational focus is thus on quickly serving customers.
Consumers, however, may have a broader definition of "fast" which includes the consumption process. Central to the fast food industry are the notions of routinization and standardization Leidner Customers expect that their encounters with the fast food service personnel are routine and that the food is standardized.
The maintenance of high uniformity in the encounter and product is a challenging task considering that both the employee and consumer must be familiar with the conventions of the fast food culture Shelton ; Leidner Cultural participants must maneuver through the physical surroundings, performing the socially agreed upon behaviors or roles Goffman ; Berreman ; Grove and Fisk Physical surroundings impact the local social order of customers and employees and ultimately influence the service encounter outcome Bitner; Baker This research represents an exploratory examination of the culture of fast food using ethnomethodological techniques.
This inquiry is designed to examine the process of fast food service and social order found in the culture of fast food.
Specifically, it will elaborate on four emergent themes: The paper begins with a discussion of the study and method employed, followed by a brief description of the cultural participants, articulation of the emergent themes involved in the local social order and concluding remarks.
It is located in an industrial complex on a heavily trafficked street that leads to three major freeways. There is an industrial plant, a bank and several office towers within walking distance of the restaurant. The attached parking lot accommodates 25 cars, but is bordered by the industrial parking lots, which combined have a parking capacity in the thousands.
Fast food restaurants, along with fast casual restaurants, make up a segment of the restaurant industry know as Quick Service Restaurants (QSR). This segment accounts for more than 50% of sales in the entire restaurant sector. Advances in Consumer Research Volume 24, Pages SOCIAL CONVENTIONS OF A FAST FOOD RESTAURANT: AN ETHNOMETHODOLOGICAL ANALYSIS. Hope J. Schau, University of California-Irvine. Mary C. Gilly, University of California-Irvine "Culture is ordinary: that is where we must start.". Restaurant Observation Activity Name: School: Restaurant Observation Activity McDonalds is the globe’s largest hamburger and fast-food chain, which serves a customer population of about 68 million on a daily basis, across the countries covered by the restaurant chain.
Methods The central task of this project is to describe and understand the social conventions operating at this specific Taco Bell restaurant in Southern California. The knowledge gained from examining locally produced social order is not expected to be generalizable, but rather transferable to other foci of inquiry Burrell and Morgan Ethnomethodology is an interpretive method similar to phenomenology that problematizes everyday life Heritage Social order is assumed to be locally produced Livingston Although social structure is imposed on the local participants, it is their interpretation and performance of the social structure that is examined Burrell and Morgan For this study, four weekday lunch peaks, five weekday dinner peaks and three off peak periods were observed, recording ethnomethodological data on the manner in which cultural participantsperformed their "ordinary" behavior Garfinkel Customer behaviors of arrival, queuing, ordering, waiting, seat selection, eating and exit were plotted.
Employee behavior in order taking, order filling, food preparation and orchestrating of functions were recorded. Behaviors were categorized in an emic perspective and issues to pursue in cultural participants "talk" were identified Wierder Queuing, encounters and informal employee gatherings were observed.
Seven informants familiar with the fast food service industry were interviewed, six of which were part of the local production cohort of the Taco Bell restaurant.External Analysis With the numerous fast-food chains found everywhere today, one can agree that rivalry is none other than a threat to the McDonald's Corporation.
Any one of these restaurants has opportunity to formulate strategic plans to gain advantage without the competitors knowing. Fast food restaurants, along with fast casual restaurants, make up a segment of the restaurant industry know as Quick Service Restaurants (QSR).
This segment accounts for more than 50% of sales in the entire restaurant sector. PURPOSE: To develop a reliable observational data collection instrument to measure characteristics of the fast-food restaurant environment likely to influence consumer behaviors, including product availability, pricing, and promotion.
DESIGN: The study used observational data collection. Jan 25, · Eating at "fast food" restaurants has increased and is linked to obesity.
This study examined whether living or working near "fast food" restaurants is associated with body weight.
A telephone survey of Minnesota residents assessed body height and weight, frequency of eating at restaurants, and.
Through detailed observations of caregivers and children eating together in fast food restaurants, we characterized how mobile devices are used by caregivers and children in natural settings, with the most dominant theme being absorption in the device.
There are over , fast food restaurants in the United States and it is estimated that 50 million Americans eat at one of them every single day. The industry employs over 4 million people and counting - restaurant franchises added over , jobs in Consumers of fast food focus on taste, price and quality - in that order.