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From McDonaldization to Starbuckization: The change in local

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On Ki Woo

on 7 March 2014

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Transcript of From McDonaldization to Starbuckization: The change in local

George Ritzer (1993)
- The process by which the principles of the fast-food
restaurant are coming to increasingly dominate
sectors of American society as well as the rest of the
world.



-Suggest CEDARS to reconsider to open a local brand
coffee chop

-Having students' support
Proposal
- A survey regarding HKU students consumption
habit of coffee and their views towards coffee shops
in campus

- Effective responses: 40


Survey analysis

- Starbucks’ coffee culture

- coffee as a superior substitute of tea

- drinking coffee not a daily need but a social
event


Influences on tea & coffee culture

From McDonaldization to Starbuckization

-The location should be convenient to students

-Focus on hygiene

-Reserve more seats

-Able to provide comfortable setting & high quality coffee

Survey analysis

Aware of the nationalistic sense
- local culture being shaped as American
culture
- lose of own national self-identity
- awareness of national culture & dignity
- thinking the meaning, influences of
Starbucks

Han, G.K. & Zhang, A. (2009)



Reflection on Starbuckization

E.g. A campaign in Forbidden City (2007)
- a representative of U.S culture

- see the meaning of Starbucks as a
contradiction to local specific culture

- traditional Chinese culture being threatened



Reflection on Starbuckization

- created an standardized image of products
e.g. middle-class feeling to fulfill lifestyle
perceptions and global perceptions of a
group of consumers

Influence on consumption culture & lifestyle

- “third place” culture

- people spend most time there other than
first and second places

- successful cases, e.g. Taiwan Starbucks


Influence on consumption culture & lifestyle

- localized its brand to Chinese culture

- tailored products to Chinese customers’ tastes,
e.g. tea latte, tea cream

- created a new drinking culture




Influences on tea & coffee culture

1. Self identification

2. Tea & coffee culture

3. Consumption culture & lifestyle

Main influences on Asian local culture


- In this presentation , mainly focus on cases in China
and Taiwan (traditional tea-drinking countries) as
examples

- Looking deeply into the impacts brought by Starbucks






Influences on local Culture in Asia

- American coffee chain

- Set up in 1971 in Seattle, Washington

- Founders: Jerry Baldwin ,Zev Siegl, Gordon Bowker

History of Starbucks

- Efficiency

- Calculability

- Predictability

- Control

- Irrationality


Similarities

- Alter the manner of the world
eats
e.g. Japanese against eating while standing

- Changes in the
customs
of society as a whole
e.g. Korean eating rice --> meals



How does it affect local culture?

- McDonald’s franchise system and principles
spread throughout the world

- Social structures and institutions in the US
penetrated other countries

-
Not only restricted to the fast food industry/
the US
-
Wide-ranging and far reaching, but
distinctive process, of social change

Principles of process

- standardized package of products

- shaping consumers’ identities as wanted successfully

- feeling fashionable

- being as Americans

- middle-class identity


Lim, E.Y. (2012)

Influence on self identification


- Rapidly spread over the world





- Almost 20,000 stores in 62 countries till 2013

- Nearly 1900 stores in Asia regions (~5%)
e.g. China, Taiwan, Japan etc.
History of Starbucks
- Image
- Middle-class lifestyle


Difference

- Adapt to
local condition, realities and tastes
- Become a part of the local culture
e.g. In HK, napkins are distributed one at a time
- More personalized setting
- Feels more like ‘home’

McDonald is as a Local Phenomenon

- Transform children into customers
e.g. US & HK

- Transform
local restaurants
e.g. Russkoye Bistro


How does it affect local culture?

Efficiency
– minimization of time

Calculability
– getting a large amount of product
for not a lot of money

Predictability
– standardized and uniform services

Control
– replacement of human by non-human
technology
Irrationality


Principles of process

Reference
- Craig, J.T. &Arsel, Z. (2004) ‘The Starbucks brandscape
and consumers (anticorporate) experiences of
glocalization’, Journal of Consumer Research, 31 (3):
631-642.

- Han, G.K. & Zhang, A. (2009) ‘Starbucks is forbidden in
the Forbidden City: Blog, circuit of culturea nd informal
public relations campaign in China’, Public Relations
Review, 35, 395-401.

- Lim, E.Y. (2012) ‘Starbucks as the third place - Glimpses
into Taiwan's consumer culture and lifestyles’, Journal of
International Consumer Marketing, 24 (1-2), 119-128

- Ritzer, G. and Malone, E.L. (2000) ‘Globalization theory:
Lessons from the exportation of McDonaldization and
the new means of consumption’, American Studies, 43
(2-3), 97-118.
Thank you
Rundown
-Introduction to McDonaldization
-McDonaldization to Starbuckization
-How Starbucks affect Asian local culture
-Analysis of interview result
-Suggestions to CEDARS based on interview result
From McDonaldization to Starbuckization:
The change in local life
Group members:
Angela Woo
Jackson Lui
Parry Law
From McDonaldization to Starbuckization:
The change in local life

How many McDonalds in the world?

What is McDonaldizaion?
Proposal
Survey Analysis
Survey Analysis
Survey Analysis
Survey Analysis
Survey Analysis
Survey Analysis
Culural homogenization ?
How McDonalds affect Hong Kong Culture
Full transcript