George Ritzer is an American sociologist, professor, and author who has mainly studied globalization, metatheory, patterns of consumption, and modern/postmodern social theory. His concept of McDonaldization draws upon Max Weber's idea of rationalization through the lens of the fast food industry. He coined the term in a 1983 article for The Journal of American Culture, developing the concept in The McDonaldization of Society (1993), which is among the best selling monographs in the history of American sociology.

In sociology, the term rationalization was coined by Max Weber, a German sociologist, jurist, and economist. Rationalization is the replacement of traditions, values, and emotions as motivators for behavior in society with concepts based on rationality and reason. The term rational is seen in the context of people, their expressions, and or their actions. This term can be applied to people who can perform speech or in general any action, in addition to the views of rationality within people it can be seen in the perspective of something such as a worldview or perspective (idea). An example of rationalization can be seen in the implementation of bureaucracies in government is a kind of rationalization, as is the construction of high-efficiency living spaces in architecture and urban planning. A potential reason as to why rationalization of a culture may take place in the modern era is the process of globalization. Countries are becoming increasingly interlinked, and with the rise of technology, it is easier for countries to influence each other through social networking, the media and politics. An example of rationalization in place would be the case of witch doctors in certain parts of Africa. Whilst many locals view them as an important part of their culture and traditions, development initiatives and aid workers have tried to rationalize the practice in order to educate the local people in modern medicine and practice.