The American Global Cultural Brand

This past week, we discussed the impact of the American Global Cultural Brand, and more specifically, the effect of “McDonaldization”. 

We first looked at Lane Crothers’s article on Globalization and American Popular Culture. This article talked about popular franchises in America, and the impact they have on American culture. Crothers defines a franchise as a “contracted relationship between a company that controls a brand label for a good or service and private individuals and companies that buy the right to use the brand’s name and products, but otherwise operate the business on their own,” (Crothers 134). In other words, a franchise is an individually owned company that shares its products and services with the main company under contract.

The advantages of franchising certainly outweigh the disadvantages. Franchising lessens the complexity of starting one’s own business, allows for the establishment of one’s own rules and regulations, reduces many costs, and already has a pre-existing network of vendors. It also offers a set regularity and predictability that large businesses do not. Also, with franchising, one can use advertising with a brand’s specific name. This would draw in customers who recognize the product and are familiar with its quality. So, even though the option of starting your own business is out of the question with franchising, one is able to advance further with familiarity drawing in more customers.

Crothers and Ritzer broke down the Global Presence of American Brands into two major franchises: Coca-Cola and McDonald’s.

Nationwide franchising for Coca-Cola began in 1899. The company established several zones of operation and bottling partners across the country to set ties and foundations nationwide. The familiarization with and expansion of Coca-Cola eventually stretched across the world by the early 1900s. The founders of Coke formed an alliance with the Olympics, and soon became part of the U.S. was effort during World War II.

Once Pepsi came into view, Coca-Cola felt threatened and decided to alter their formula to please consumers. However, many people disliked the “new” Coke. Crothers explained this rejection as follows: “Changes to the brand meant changes to the emotional connection many consumers had towards the soda and the soda’s existence as a cultural symbol,” (Crothers 144). To many Americans, Coke represented the values and symbols of American culture; and if Coke just changed suddenly, people would feel like their values would change, as well.

A similar situation occurred when Coke implemented the “white cans for polar bears.” They changed the color of the cans to raise awareness for polar bears during one winter. Many people complained that the white cans looked too similar to the silver cans of Diet Coke, thus convincing Coke to change their cans back to the original color.

Coca-Cola also invented the modern image of Santa Claus. Yes, they did! I was actually surprised when I read that. It seems that the modern image of Santa has been around for so long, and that it just came to be. Who would have thought that an American SODA company would impact the world in such an enormous way! The image of Santa evolved from a simple elf, to what we see today. Coke began advertising with this new Santa and soon the trend caught on.

However, Coca-Cola’s impact on the world is not just cultural. Coke has established a sense of economic globalization over the years, as well. The opening of thousands of bottling plants around the world has stimulated employment. New jobs in factories and trucking for transportation, as well as relations forming between local bottlers and providers, have increased since the beginning of the Coca-Cola industry.

McDonald’s is well-known all around the world, but mostly in America. However, with the vast array of fast-food restaurants present, McDonald’s had to do something to make them stand out from the rest. So, they updated their products to attract new customers. They began serving breakfast, staying open later, adding a drive-through and the McDonald’s Playland, and offering Happy Meals. They also introduced their new mascot, Ronald McDonald. Ronald McDonald soon became the face of Ronald McDonald House Charities, and people justified that if they ate at McDonald’s, they would be doing an act of charity.

                McDonald’s also offers different products worldwide. For example, in India, where beef is not allowed to be consumed, McDonald’s offers a variety of chicken entrees. McDonald’s products are serviced to suit the needs of its consumers. In Germany, they serve beer as a beverage, since it is a common drink there.

                McDonald’s became so successful because of what Ritzer describes as the “Dimensions of McDonaldization.”

1.       Efficiency

a.       McDonald’s offers fast, easy ways for consumers to get food. Drive-throughs and worker skills enable customers to get in, get full, and get out fast in order for the next customer to order.

2.       Calculability

a.       People quantify things to make it seem like they get more for less. McDonald’s “Dollar Menu” does just that. Also, people calculate time. Many believe that it would take less time to go to McDonald’s that it would to make dinner at home.

3.       Predictability

a.       McDonald’s offers a variety of products and many of them are found worldwide. Whenever a person goes to McDonald’s, no matter where they are, they will know what kind of food and service to expect.

4.       Control

a.       The lines, limited menus, few options, and uncomfortable seats all serve a purpose in McDonald’s – to get its customers in and out as quickly as possible. 

In all, McDonald’s is systematic in the way it operates and serves its customers. Everything is in order so that the company makes the most money in the shortest amount of time possible, while still providing quality service.

Overall, both McDonald’s and Coca-Cola implemented specific plans in order to satisfy customers while expanding their businesses worldwide. They did so by appealing to American values and symbolizing what the American culture seems to represent.

Crothers, Lane. (n.d.). “The American Global Cultural Brand.” Globalization and American Popular Culture 3:133-78.

Ritzer's "An Introduction to McDonaldization" article printed out in class.