Rationalization as a process can be replaced by value- rational thought and action; mostly value- rational thought and act involve struggling to search for the most competent way to accomplish a treasured objective or outcome. In the context of fast-food industrialization, the ‘most efficient way’ means the fastest and most cost-effective way to make a profit. Schlosser gives some examples of it. For the purpose to increase the speed, lower prices, and raise the volume of sales, McDonald created a radically new method called the Speedee Service System in 1948. McDonald brothers eliminated the menu; got rid of everything that had to be eaten with a knife and fork; and got rid of dishes and glassware, replacing them with paper cups, paper bags, and paper plates. They also divided the food preparation into separate tasks performed by a different worker. The McDonald brother’ Speedee Service System revolutionized the fast food restaurant business and efficiently increased profit. After McDonald’s Speedee Service System had got success, every fast food restaurant started to follow and copy it.
Rationalization denotes to the progression of substituting the existing values, traditions, and feelings of people, which motivate the behaviors with thoughts and actions that appear to be more rational. Based on this function of rationalization, fast food restaurants try to imply the fast food culture by Over-exaggerated advertisement and attempt to package themselves as the ‘happiest place to eat’ to attract their customers. The easiest targets are children.