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Ethnographic Study At Mc Donalds Essay

2488 words - 10 pages

This essay focuses on the topic of globalization, taking along several other factors with it. Increasingly in the world, it becomes obvious that the globalization is affecting almost all the businesses of the world. Every market in some way or the other is following the principles of globalization. For example, McDonalds is a chain of restaurants working in collaboration to deliver their customers with the best product and to achieve this McDonalds follows the concepts of globalization. This essay will discuss anc ethnographic study at McDonalds examining whether it confirms or denies the claims made about globalization.

The ethnographic study took place at McDonalds’ shop, Leeds, local market in the afternoon of Monday, 17th January 2011. From away I could observe the huge logo of McDonalds. I stood at the entrance and stared at the shop for few seconds. The shop was far more elegant than the average McDonald’s. The interior has a minimal style with posh chairs, tables, black art deco fixtures, beautiful paintings and attractive lights and draperies. There were large windows so it was impossible for customers to see into the Harvey Nichols store. Also, outside were window boxed filled with flowers or greenery. I could hear some relaxing music. At first glance, I noticed that customers were people with different age groups, genders, ethnic classes, social classes and cultural backgrounds. The language which was more spoken was English. [Without thinking, I was moving towards the counter, I faced] the girl behind the counter [; she] was wearing a red t-shirt with a cap and a hut. She seemed to be in a rush to handle the orders. Despite that, she was friendly and with a smile on the face to welcome the customers. The most common food they offered - popular to the customers - involved hamburgers, chicken sandwiches, French Fries, shakes, nuggets, rice and ice creams. After I paid and took my order, I looked around and there was an empty table in the corner. The tables and the floor were cleaned as soon as a customer leaves. I noticed a small group of young boys and girls entering in the McDonalds’ shop. They were all different nationalities (Greek, German, Nigerian and Italian). Maybe there were students to the local university. They ordered their meal and sat near to my table. They were too loud and started talking about their new-year plans. Next to them, an English family of four enjoyed their meal. Children were more likely to opt for kids’ meals like happy meals which include toys for the children that fascinate them. Families go for family meals and deals which provide cheaper rates for them. On the other side of McDonalds’ shop, there were people who were reading magazines, newspaper and books. In the entrance, a Chinese couple entered, they seemed like tourists as they had a map and a camera in their hand. During my presence in the shop, I noticed the division of labour comprised of more female staff than male. The reason behind...

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