So what is predictability anyway?

George Ritzer, in "An Introduction to McDonaldization" describes predictability as “the assurance that products and services will be the same over time” (Ritzer, p.17). The predictability component of McDonaldization allows the consumer to know exactly what to expect, no matter where they go particular products and services will be the same. Predictability offers the consumer a sense of comfort as it offers no surprises and well as a continuity that transcends a multitude of locations, not only nationally but on a global level.

Ritzer uses the Egg McMuffin as a prime example of predictability in the McDonaldized consumer market; he suggests that no matter where or when the product is purchased it will be the same, in taste, texture, temperature, and appearance (Ritzer, p.17). The behaviour of the McDonald’s employee is described as predictable; they are told how to do their jobs, how to deal with varying types of customers, and what to say to patrons. In many cases they have been taught scripted dialogue to be used when interacting with others (Ritzer, p.18).

It can be seen that predictability is an important aspect of McDonaldization theory, and has been widely applied in our society. Predictability prevails when looking at the McDonaldized commodity and can be observed in many modern consumer products and services; from McDonald’s itself to the modern television program, the predictability component has become rampant in daily consumer life.