1. Fast Food, Fast Talk? Gesprächssituationen in Fast-food Restaurants Referentinnen: Ingemarie Henningsen Laura Hofman Miquel Antje Lorenz Talk at Work Hauptseminar: Talk at Work, Prof. Dr. Jürgen Beneke, O9.12.2003

2. Fast food «restaurants» Talk at ork, 09.12.2003

3. Why McDonald’s? biggest oldest? all over the world most successful Talk at ork, 09.12.2003

4. Overview 1.Brief history of McDonald’s 2.McDonald’s Philosophy 3.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 Talk at ork, 09.12.2003

5. 1. Brief history of McDonald’s Talk at ork, 09.12.2003 Raymond Albert Kroc 1902 – 1984, distributor of « Multimixer » 1952 Dick&Mac McDonald’s Restaurant, San Bernadino, California 1955 Ray Kroc’s first McDonald’s Restaurant, Des Plaines, Illinois Ronald McDonald – In every language he means fun! Restaurant locations in 116 countries

6. 1955 Franchising begins in U.S.A.1984 Taiwan 1967 Canada1985 Thailand 1971 Australia1986 Turkey 1972 France1988 South Corea 1973 Sweden1990 China (Shenzens pecial Economic Zone) 1974 England1990 Russia 1975 Hong Kong1991 Indonesia 1976 New Zealand1992 China (Beijing) 1979 Brazil1992 Poland 1979 Singapore1993 Israel 1981 Philippines1994 South Arabia 1982 Malaysia1995 South Africa 1996 Croatia Sources : 1994 Student Information Packet, McDonald’s Corporatio, In: Golden Arches East. Startup Dates for McDonald’s in Various Countries

7. 2. McDonald’s Philosophy “McDonald’s sells more than fast food.” Watson, James L. (1997), Golden Arches East. Talk at ork, 09.12.2003 What is it more?

8. 2. McDonald’s Philosophy Talk at ork, 09.12.2003 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

9. “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.” People Promise and a People Vision

10. 3. Analysing “fast-food-communication”  different types of speech situations Talk at ork, 09.12.2003

11. 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 Talk at ork, 09.12.2003

12. 3.1 Employee – employee Talk at ork, 09.12.2003 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

13. 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. McDonald's Corporate Careers

14. - 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 2) Workers

15. 3.2 Employee– customer Six Steps of Window Service Talk at ork, 09.12.2003 3 kinds of difficulties:- special orders - complaints aboput food - dispute about money

16. “The thing that’ s standard is the smile” Talk at ork, 09.12.2003

17. Customer education Children as consumer 3.2 Employee– customer (2) Talk at ork, 09.12.2003

18. 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 Talk at ork, 09.12.2003

19. 3.3 Customer – customer Features specific to table talk: Replicability Intentionality Formality Talk at ork, 09.12.2003

20. 3.3 Customer – customer Functions: Instrumental talk Sociability Socialization Specification Co-narrative Co-planning Commenting Other Talk at ork, 09.12.2003

21. 4. Localization: The same standards world-wide – – the same food world-wide – – the same talk? Talk at ork, 09.12.2003 How do you say "Quarter Pounder" in German?

22. 4. Localization: (2) 1.Modified Menus and Local Sensitiveness: Mc Donald’s Adapts 2.But standardizition of philosophy  conflicts in communication ? e.g.: American smile Talk at ork, 09.12.2003

23. 5. Discussion Do you choose McDonald’s abroad? How do you talk in fast- food restaurants? Do you deny going to fast- food restaurants and if so, why? Talk at ork, 09.12.2003

24. 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 2003:1, 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, McDonald’s In East Asia, Stanford University Press, Stanford, California. http://www.mcdonalds.com/countries/germany/index.html, 08.12.2003http://www.mcdonalds.com/countries/germany/index.html http://www.yum.com, homepage from the brands group (KFC, Pizza Hut, Long John Silvers, AW – All American Food, Taco Bell), 08.12.2003http://www.yum.com http://www.burgerking.com, 08.12.2003http://www.burgerking.com http://www.currywurst-online.de, 08.12.2003http://www.currywurst-online.de Talk at ork, 09.12.2003