Whopperation McDonalds: Self-service is cost efficient. You (the customer) pick up your order and many clear up afterwards. The layout of the restaurant emphasizes your role. Prominent bins for disposal signal what is expected of you. The system choreographs your behavior and ensures the scripted interactions with staff. Consumer expectation of satisfaction is lowered as the system delivers predictable quality at a standardized level of acceptability. Quantity gets conflated with quantity. Choice is narrowed, despite the appearance of variety.
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