Inside the Food Industry:
McDonald’s as the Face of Americanization
Lirio, M., Pacheco, M.G., Salinas, A., Suelto, M., Sumicad, K.C.
Group 6 of 2-IT5
I. Introduction
The more interactions we have the more likely we are exposed to new things that prick our
interests, that wakes our curiosity. With the increased interaction between people of different
cultures they start to reflect each other, may it be in their beliefs, ideologies or even the way they
act and sometimes without realizing, the things they do are of different culture. People are
becoming more similar through the use of different kinds of communication, transportation
technologies or other things we can relate between ourselves and the people we communicate
with. This growing sense of sameness of culture follows the theory of cultural convergence where
individuals embrace the values, attitudes and behaviors similar to those who we interact more.
The idea of convergence whether of practices and policies, inputs and outputs, has become a
common feature of discussions about globalization and its impact upon education. It seems to
stand as a kind of default assumption that globalization is a homogenizing force because by
definition it applies to and affects the whole world. The degree of convergence between them
becomes a key “test”, or register, of the impact of globalization on a range of institutions,
discourses and practices (Daniels, Lauder, & Porter, 2009). Cultural convergence is like a stew
where each and every ingredient mixes together where some may still be recognizable and some
are not. The ability to communicate with people of other cultures is vital that made convergence
possible as it often follows the line of communication. As the people can communicate with each
other, it allowed them to share and understand each other’s cultures. May it be of their beliefs,
interests, or even their everyday life, like the way they dress up to the food they eat. With this
theory, it is not just the people and their culture that is given opportunities to grow, but also one
of the greatest beneficiaries, businesses.
As food is one of the most important part of a culture, and is one of the first to be shared and
spread among cultures. One of the most dominant fast food chains, McDonald’s, that is known
for its hamburgers. Approximately over 37,000 locations in over 120 markets exist (Lock, 2019),
confirming that its formula works everywhere. It first started in California as a fast food restaurant
by brothers Maurice and Richard McDonald. From being a restaurant, the owners turned the
business into a hamburger outlet before exploring the franchise business. (Racoma, 2019). Most
of the people around the world is familiar with the Golden Arches, the logo of McDonald’s, as we
see it some of the first thing that came to mind is its hamburgers and fries as it is part of their main
menu. In any location it operates the fast food chain offers identical products such as the Big
Macs, McNuggets, Happy Meals, McFlurry, McChicken, and the world-famous fries, these are
some of the products that is known all over the world that helped them build their brand image.
McDonald’s had introduced the “American way of life” to several countries, and at the same time
adapting to the culture and having a twist in their menus around the world. They are incorporating
the food cultures of each location to the American food, most especially with the hamburgers to
cater the taste buds of their customers. McDonald’s’ willingness to be one with culture is one of
their keys to success in the foreign market. Introducing American food while converging with the
culture of every country they have or will enter enabled the food chain to have a wider reach
worldwide.
The aim of this research is to look into how McDonald’s is considered as the “Face of
Americanization” in the food industry by responding to the following questions:
1. What are the reasons why McDonalds is known around the world?
2. How well did the costumers from different countries take the menus of McDonalds?
3. How did McDonald’s introduce the “American way of Life” to other countries?
II. Review of the Literature
American way of Life
From U.S movies we watched, there is always a scenario of a character who trots its way to
work while eating and running. High efficiency and fast-paced work are not only a vivid
manifestation of the contemporary society, as well as infiltration of space in people’s lives are
American Values (American Fast Food Culture Cultural Studies Essay, 2016)Some of the
most important concepts that have shaped the American way of life is getting things done,
pragmatism and being time consciousness (Kohls, 1988).American’s are most content when
they are doing something and are practical with things. They want things, procedures to meet
their requirements of actual use in daily life, for they tend to feel time is relentlessly rushing
pass them (St. Mark’s School Southborough Massachusetts, 2019)
Cultural Convergence
People are becoming more similar through the use of different kinds of communication,
transportation technologies or other things we can relate between ourselves and the people
we communicate with. This growing sense of sameness of culture follows the theory of cultural
convergence where individuals embrace the values, attitudes and behaviors similar to those
who we interact more.
Cultural convergence is the theory that two cultures will be more and more like each other as
their interactions increase. Basically, the more that cultures interact, the more that their values,
ideologies, behaviors, arts, and customs will start to reflect each other. This trend is especially
pronounced between cultures that are heavily engaged with each other through
communication and transportation technologies, as well as organizational associations
(Muscato, n.d.)
Fast Food
Due to the American concepts that shape the American way of Life, eating in fast food stores
has become a U.S. lifestyle. This had developed into a way of life and attitudes, and got
spread to other areas, and formed a certain culture (American Fast Food Culture Cultural
Studies Essay, 2016) Fast food is a term used for foods that is made and served to customers
in a short amount of time. Is usually made with pre-heated or pre-cooked ingredients sold in
packages for take away. Although the term was added to Merriam-Dictionary on 1951 it
existed way before then (The History of Fast Food, 2019). The history of fast food traces its
roots to ancient times as far back as ancient Greece and Rome. (Blog: The history of fast
food, 2019)From the ancient to modern times people sold popular and ready to eat foods, for
those with less money, who is on the go and usually caters the travelers. (The History of Fast
Food, 2019)Today we have these fast food chains to cater our needs in these fast-paced
worlds we live in.The culture of Fast Food, unlike with three meals a day (which is the culture
of most country especially Asian countries), it is a condiment, a trend toward American way
of life. For the city dwellers who typically work day and night eating seems like a burden.
American fast food shows its most significant features of being efficient, convenient, and
hygienic that is particularly favorable for people who are too busy to cook their own food. The
fast food culture attracts people’s interest by its colorful form of attractive lines and eye–
catching decorations (American Fast Food Culture Cultural Studies Essay, 2016)
One of the first fast-food chains to emerge was White Castle in Kansas, a hamburger chain.
Followed by McDonald’s that became a huge success in home and abroad that inspired other
known brands of today to be born. Some criticize fast food industry and its influence on
humanity. They claim that its food is not healthy if consumed often, that they are cruel to the
animals, that they exploit their workers, that they degrade local cultures because they shift
