Being part of a rationalization process, McDonaldization is a phenomenon through which the world markets are being rationalized and reorganized in order to maximize the capital accumulation.
The cultural dimension and aspect of the McDonaldization process which the corporate word makes effective use of in order to create the family values and attract the attention of the viewers and readers. Therefore, the company and franchise McDonald’s is not merely selling services and products but in fact is selling certain cultural values and inculcating them as well. The process of purchase etc is merely a small part of the actual value chain. Therefore, McDonaldization is in fact part of a social phenomenon which has its own cultural values and codes which have been largely ignored by the book and its author.