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Academics,including Ritzer and Brailsford,adopt a differentposition to fast food in suggesting that fast food represents a pan-culturalthreat.Williams agrees;“Companies such as McDonald's,代写留学生作业Kentucky Fried Chicken(KFC)and BurgerKing spend billions of pounds every year seeking to convert consumers to the McDonald's experience(and in doing so)often irrevocably break traditionaleating cultures at the same time.”. It could be successfully argued that because the WL has traded sinc代写英国留学生作业e1948,it is a part of Auckland's traditional eating culture.According to Williams,it is under direct threat f澳洲留学生作业rom the foreign fast foodproviders identified by Brailsford,plus other subsequentoperational competitor market entries like Subway.Brailsford suggests that McDonald's restaurants are leading the New Zealand charge within fast food competition.McDonald's has come under intense,and some may arg留学生作业格式ue disproportionate,academic scrutiny as aconsequence of expansion and Ritzer's theory/thesis concept of McDonaldization.For Ritzer“McDonaldization”is not about the growth andbusiness expansion of the franchise,but rather the seepage of McDonald's service and production traits into the wider social domain.Ritzer's concern regarding“McDonaldization is a globalconcern that is not limited to the United States.
Concern by Ritzer relates to themes of“efficiency,calculability,predictability,control and(the)irrationalities of rationality”.While Ritzer recognises that these attributes streamline McDonald's operationally,it is within such a process that the hospitalityexperience of many consumers of hospitality may be negatively impactedupon.Particularly applicable to the WL within concepts arethe themes of“efficiency”and“predictability”. In emphasising“efficiency”,McDonald's havealtered how New Zealanders perceive the service they receive within thehospitality experience.The assembly-line that constructs a McDonald'sburger has(for McDonald's)been carried over to the service elements ofit.Consequentially,Ritzer suggests customers are required“toacquire and consume their meals efficiently”.This“efficiency is in stark contrast to the service elementcustomers experience at the WL.Later research within this thesis notesthat some customers have experienced hospitality within its most holisticinterpretation at the WL.Secondly,the McDonaldised concept of“predictability”as posited by Ritzer assumes that McDonal's employeesfollow pre-scripted text in soliciting orders and interacting with theircustomers.Again,this is in direct contrast to the customer skills exhibitedat the WL,which are unrehearsed,unscripted,and are reflective of amore,regular,or naturalistic conversational style.The WL's emphasis on the individuality of its client base is summed up byVan der Wagen and Goonetilleke.For these writers the intangiblenature of hospitality's service aspect,and customer perceptions of productand service,strategically impact upon all participants.77For customers,service differences often distinguish competitivebusinesses,through the positive feelings conveyed within the servicetransaction.Pre-1960,New Zealand's dining culture was limited to“restaurants,cafés,and dining rooms of hotels,tearooms,coffee shopsand oyster bars.These outlets served up a narrow menu of grilled meatsand hearty desserts”. The limitedrange of food and beverage outlets during the WL peak-trading period(1950s-early 1970s)was underpinned by other factors.These factorsincluded staff skill shortages,under-developed viticulture and ingredientsuspicion.Older Auckland chefs like Tony Astle remember how thingsused to be“Forty years ago(1966),Navy cooks were all we had,therewas no wine in New Zealand,only fortified sherry.We were told not to eatwild fennel because dogs peed on it.”.At this time public bars and hotels closed at 6pm,the result of a war timemeasure introduced in 1917 and then eventually repealed by the Sale ofLiquor Act.Trading hours for public bars and hotels were extendeduntil 10 pm in 1967 .Thesecombined changes modified drinking behaviour by consumers andbrought an end to New Zealand's 6 o'clock swill.The later closing time alleviated the situation hotel bars experienced whenworkers previously rushed to them in order to imbibe as many beveragesas time permitted.This is reminiscent of earlier pioneer binge-drinking.These contemporary social changes impacted on the WL as NewZealand's hospitality industry grew dramatically over the last forty years.This growth is reflective of the social impact and change inherent withinchanging government legislation,plus a growing awareness by NewZealanders of their sense of self;their cultural identity.In fast food,thisgrowth was initially fuelled by KFC,McDonald?s and Pizza Hut.Other hospitality topics discussed among academics relate to themes ofeducation in hospitality ,the servile nature ofservice work in hospitality and the interfacebetween the guest and host within the exchange processes withinhospitality. More recently,academics have explored theconcept of the relationship between gastronomy and hospitality and the wider socio-assimilative possibilities that hospitality afforded colonial settlements like Australia.