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The application of McDonald′s product/production principles toother restaurant chains, and totally different social enterprises hasbeen the subject of recent criticism. This “McDonaldization”is said to betoken a world of increased rationalization wherelarge‐scale systems for the mass production of goods and servicesobliterate small‐scale opposition and give rise to fears for diminishedchoice in the future. Previously it has been argued that the advance ofMcDonaldization is far from total and the pessimistic prognosis is atleast premature. Criticizes the McDonaldization thesis by reference toan alternative paradigm of “mass customization”. Argues thatthis is not only the logical next step for the production of goods andservices, but also that it is already starting to happen.