Burgerization: How McDonald’s Changed Food and Culture

In 1955, Ray Kroc revolutionized the experience of dining out by standardizing and speeding it up. But the McDonald’s model of producing “fast food” changed much more than the burger and its delivery by the end of the 20th century. The sociologist George Ritzer’s text, “The McDonaldization of Society,” revealed how dominant U.S. culture largely operates under McDonalds’ rules of engagement.

In this seminar, we will discuss how McDonald’s tapped into post-World War II social changes already in motion, including the industrialization and commercialization of agriculture and food production, to shape food preferences and influence lifestyle changes. Ultimately, it became an exemplar and trend-setter for workplace culture, popular culture, and foodie culture as well. McDonald’s continues to contribute to the fierce competition for food industry dominance (and maintains its own relevance) via targeted advertising and expanding its model to accommodate both the US taste for beef and consumer demands for other fast-food dining options. Some analysts suggest “Burgerization” is symbolic of modernity itself. Plenty of food for thought will be served!

Laura L. O’Toole is a sociologist who holds a Ph.D. from the University of Delaware and has served both as an academic dean and a teaching professor at Salve Regina University prior to retiring from full-time teaching in 2022. Dr. O’Toole specializes in sociological theory, gender studies, food studies, and public sociology and has taught, published, and presented in these areas for over 30 years. She is also a certified Master Gardener with the University of Rhode Island Cooperative Extension service and has served on numerous community boards, most recently of Aquidneck Community Table and the New England Faculty Development Consortium.