Service Operation at McDonald's

Paper Summary:

This paper begins by describing the problems with the service operation at McDonald's fast food restaurants. The paper points out that the cultural values of the company and the cultural values of the personnel it hires to work the counters are not always of the same standard. Consequently, the service suffers significantly. The paper concludes with a number suggestions on how to improve the service at McDonald's including ways to address the cultural divide.

Introduction
Servicescape
Service People Including Management of the Service Encounter
Demand and Capacity Management
Conclusions

From the Paper:

"McDonald's makes the TV news more often for negative incidents than for its well-developed system of "hamburgerology" that ensures identical product virtually worldwide, and arguably identical service as well. The McDonald's negatives have concerned, lately, class action lawsuits alleging that the piece de resistance of McDonald's "hamburgerology" is at fault for making New York City teenagers obese, as well as helping them develop heart disease and diabetes (Sorokin 2002, A03). In Europe, geese are force-fed to produce a delicacy made from their fatty livers, foie gras. Unless someone caged the teenagers, pried their mouths open, and stuffed burgers and fries down them until their eyes bulged, it's difficult to see how McDonald's could be at fault."

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