The term was coined by george ritzer, sociologist and author of the book the mcdonaldization of society. You may think it started with ray kroc in the 1950s when he bought his first hamburger restaurant, but its origins were actually much earlier than that. Drawing on weber idea of rationalization, ritzer contends that by the end of the 20 th century the principles of fast food restaurants have come to be exported to many other sectors of our everyday life, thus resulting in a process of homogenization. These dimensions are paired, with each pair given its own chapter, and reinforced with a litany of reallife examples of the rationalising imperative ritzer describes. Ritzers mcdonaldization is essentially a byword for max webers rationalisation, encompassing four key dimensions. He defines mcdonaldization as the process by which. Fundamentals of organizational behavior andrew dubrin. George ritzer basically did the same thing with the fast food restaurant mcdonalds in his bestselling book, the mcdonaldization of society. While some of these strategies are positive and prove to be successful in todays society, others have negative effects. Ritzers mcdonaldization of society christinaoverton.