Fast Food, Fast Talk? Gespr

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Fast Food, Fast Talk?Gesprächssituationen in
Fast-food Restaurants
Talk at Work

• Referentinnen
• Ingemarie Henningsen
• Laura Hofman Miquel
• Antje Lorenz

Hauptseminar Talk at Work, Prof. Dr. Jürgen
Beneke, O9.12.2003
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Fast food restaurants
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Why McDonalds?

• biggest
• oldest?
• all over the world
• most successful

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Overview

• Brief history of McDonalds
• McDonalds Philosophy
• Analysing fast- food-communication
• ? different types of speech situations
• 3.1 Employee employee
• 3.2 Employee customer
• 3.3 Customer customer
• 4. Localization The same standards world-wide
  the same food world-wide the same talk?
• 5. Discussion
• 6. Bibliography

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1. Brief history of McDonalds
Raymond Albert Kroc 1902 1984, distributor of
Multimixer

• 1952 DickMac McDonalds Restaurant,
• San Bernadino, California
• 1955 Ray Krocs first McDonalds Restaurant,
• Des Plaines, Illinois
• Ronald McDonald In every language he means
  fun!
• Restaurant locations in 116 countries

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Startup Dates for McDonalds in Various Countries


1955 Franchising begins in U.S.A. 1984 Taiwan
1967 Canada 1985 Thailand
1971 Australia 1986 Turkey
1972 France 1988 South Corea
1973 Sweden 1990 China (Shenzens pecial Economic Zone)
1974 England 1990 Russia
1975 Hong Kong 1991 Indonesia
1976 New Zealand 1992 China (Beijing)
1979 Brazil 1992 Poland
1979 Singapore 1993 Israel
1981 Philippines 1994 South Arabia
1982 Malaysia 1995 South Africa
  1996 Croatia

Sources 1994 Student Information Packet, McDonalds Corporatio, In Golden Arches East. Sources 1994 Student Information Packet, McDonalds Corporatio, In Golden Arches East.
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2. McDonalds Philosophy

• McDonalds sells more than fast food.
• Watson, James L. (1997), Golden Arches
  East.

What is it more?
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2. McDonalds Philosophy

• efficiency, order, familiarity, good cheer, good
  value
• high standards, cleanliness
• image fun, family orientated
• a pioneer in the standardization
• basic idea to serve a very few items of
  strictly uniform quality at low prices

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People Promise and a People Vision

• We're not just a hamburger company serving
  people we're a people company serving
  hamburgers.
• For McDonald's to achieve our goal of being the
  world's best quick service restaurant experience,
  we must have the best experience for all
  McDonald's employees. So we formalized our
  beliefs into our People Vision and our People
  Promise.
• Our People Promise is how we remind our people
  what they can expect and how high our goal is To
  be the best employer in each community around the
  world.

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3. Analysing fast-food-communication

• ? different types of speech situations

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3.1 Employee employee

• To the 1.5 million people who work at McDonald's
  in 119 countries around the world, and to all
  future employees, we want you to know that We
  Value You, Your Growth and Your
  Contributions.This is our People Promise
• From the annual report 2002 of Germany
• - 2,27 billion annual net turnover
• 69 new opened restaurants
• 1.211 restaurants all over in Germany
• 715 million customers within the year 2002
• about 47.000 crew fluctation within the year 2002

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3.1 Employee employee

• Who are the people which make McDonald's so
  successful?
• 1) Managers
• 75 of the restaurants are owned by managers and
  franchisees, NOT by the McDonald's
• corporation
• training
• control
• career
• Hamburger University

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McDonald's Corporate Careers

• Hamburger University

Hamburger University is McDonald's worldwide
management training center located in Oak Brook,
Illinois. Designed exclusively to instruct
personnel employed by McDonald's Corporation or
employed by McDonald's Independent Franchisees in
the various aspects of the business. All training
programs begin with one essential ingredient The
Basics of McDonald's Operations. Founded in 1961,
Hamburger University's has come a long way since
we opened our first training facility in the
basement of a McDonald's restaurant in Elk Grove
Village, Illinois.
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2) Workers
- social class - dependence of wages
more experienced workers the other
crew members - 4 steps to train crew
people - prepare -
present - try out -
follow up - working at the window
- 6 steps - greet the
customer - take the order
- assemble the order
- present the order - receive
payment - thank the customer
and ask for repeat business
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3.2 Employee customer

• Six Steps of Window Service

3 kinds of difficulties - special orders -
complaints aboput food - dispute about money
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The thing that s standard is the smile
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3.2 Employee customer (2)

• Customer education
• Children as consumer

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3.3 Customer customer

• Why is it necessary to have a look on
• family dinner conversation?
• Different cultures, different habits
• Different types of the eating process

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3.3 Customer customer

• Features specific to table talk
• Replicability
• Intentionality
• Formality

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3.3 Customer customer

• Functions
• Instrumental talk
• Sociability
• Socialization
• Specification
• Co-narrative
• Co-planning
• Commenting
• Other

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4. Localization

• The same standards world-wide
• the same food world-wide
• the same talk?

How do you say "Quarter Pounder" in German?
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4. Localization (2)

• Modified Menus and Local Sensitiveness Mc
  Donalds Adapts
• But standardizition of philosophy
• ? conflicts in communication ?
• e.g. American smile

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5. Discussion

• Do you choose McDonalds abroad?
• How do you talk in fast- food restaurants?
• Do you deny going to fast- food restaurants and
  if so, why?

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6. Bibliography

• Brumark, Asa (2003), What do we do when we talk
  at dinner? A study of the functions of family
  dinner table conversation, Södertörns Högskola,
  working paper 20031, Huddinge 2003, Sweden
• Keppler, Angela (1994), Tischgespräche über
  Formen kommunikativer Vergemeinschaftung am
  Beispiel der Konversation in Familien, 1.
  Auflage, Suhrkamp-Taschenbuch Wissenschaft,
  Frankfurt am Main.
• Montgomery, Martin (1995), An introduction to
  language and society, 2nd edition, Routledge,
  London.
• Silverman, David (2001), Interpreting Qualitative
  Data, Methods for Analysing Talk, Text and
  Interaction, 2nd edition, Sage Publications,
  London.
• Watson, James L. (1997), Golden Arches East,
  McDonalds In East Asia, Stanford University
  Press, Stanford, California.
• http//www.mcdonalds.com/countries/germany/index.h
  tml, 08.12.2003
• http//www.yum.com, homepage from the brands
  group (KFC, Pizza Hut, Long John Silvers, AW
  All American Food, Taco Bell), 08.12.2003
• http//www.burgerking.com, 08.12.2003
• http//www.currywurst-online.de, 08.12.2003

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