Just Falafel-ing the World

Glocalization is known to be the combination of the terms globalization and localization. To be taken ‘glocally’ companies must startup and diffuse globally while readjusting to the local customs of the country in which they operate. ‘Just Falafel’ would be a perfect example of glocalization. Just Falafel is a Middle Eastern fast food company. The first branch established in Abu Dhabi, UAE in 2007. The fast food company has created a recent buzz across borders, with its ambitious attempt to expand the business and venture globally. Interestingly enough the company originated by a group of diverse friends all living in the UAE; they are now referred to as the management team. Mohamad Bitar and Reema Shetty cofounded Just Falafel. The aim of the company is to ‘revolutionize’ the industry by offering healthy fast food. It is stated on their website that the food is cooked with ‘0% cholesterol, sunflower oil’ which is changed daily. Also, they are somewhat involved in the communities they operate in. A part of their program offers scholarship funding for ‘promising students’ and ‘sport, fashion and film events.’

One might wonder why it took the company about six years to franchise around the world. The company needed to gain popularity locally and achieve a respectable reputation before attempting to go global. Also, they needed to be profitable and strong enough to pursue such an ambition goal, which they eventually did.
Falafel is known to be a traditional dish. The origin of the falafel is assumed to have started in Egypt. The green goodness of the falafel is loved and almost celebrated in the Arab region. It is one of the few dishes that are socially acceptable to be consumed for breakfast, lunch and dinner.

Today, Just Falafel operates in ten countries. They are planning on expanding the business and opening up branches in Australia, Canada and America. Operating in many countries makes it one of the most successful Middle Eastern fast food companies. They are taking something local and distributing it globally. However, the company offers an international menu, ranging from Italian to American style falafel sandwich. By incorporating international styled dishes the fast food company is partaking in global localization. The company is fulfilling local needs while developing common global goals. Glocalization has several difference definitions developed by social scientists. One of which states that glocalization is present by the ‘societal co-presence’ of similarities and differences. This suggests that a company or an atmosphere can only be glocalized by the presence of diversity and global diffusion. On their website they jokingly state that they’re hoping, for the ‘future’ to have branches all over the world. This could be an example of grobalization. The company has an ambition to take over and somewhat impose themselves geographically, which is seen by global fast food chains today (e.g. McDonalds). Promoting cultural food in different countries can be seen as increasing diversity. However, not many countries have the resources to venture globally. This creates a single world culture ruled by countries/people who are financially capable. It also raises the question if the company is strong enough to compete with big corporate names in the fast food industry. However, the future is looking quite bright for Just Falafel.

American Food Subculture of Johnny Rockets in Doha

A Sociological Study of Johnny Rockets in Doha from Zaina on Vimeo.

Is it the food or the Italians?

In Harper and Faccioli’s book, The Italian way, it was obvious that most Italians keep their recipes simple. They count on the way they make the recipe more than the ingredients they add to it. To them, food is a means through which to express affection.

The way that Italian food brings people together made me think that if all it took was Italian food to get friends and families together, then why not cook Italian? But this wan’t the issue. Pasta is served in fast food restaurants too, but then, what makes the Italian recipes special?

One thing is the thought that Italian cuisine is mostly improvised. As mentioned in Harber and Facciolini’s book, the Italian’s private life is carefully structured while the public life is largely improvised. The ingredients which Italian’s use are mostly fresh and prepared according to an old family recipe. In most of the restaurants I've tried pastas in, the herbs and flavors added to the dish were easily detected. Garlic, butter, pepper and most importunely, cheese.

Moreover, the most important element in the food of Italian culture is that it brings families and friends together. The Italians use the food to connect networks and family relationships. The food they cook and the recipes they use refresh their memories of the old people who used it before them. 

In most countries today, people don’t follow the Italian way. Mostly, because of the existence of fast food chains which made families, relatives and friends no longer get together on one table. They simply got used to the McDonaldized way that they look for efficiency, predictability and control in what they want. So, they just drive through and don’t cook at home, unlike Italians, whose dinning experience is all about family discussion. 

However, here in Doha, people do follow the Italian way. The food here does gather people. Whenever there is something to be celebrated we think,“lets go eat.” People’s idea of going out here in Doha, revolves around eating. From my personal experience, when my friends and I want to enjoy the weekend we must include going to a restaurant and eating.

I’ve noticed that Italian, traditional or fast food, it doesn’t matter. When it comes to gathering people together food is the ultimate way.

We are being McDonaldized!

After reading about the McDonaldization of the world I was really curious to start experimenting with the ideas suggested, specifically in fast food restaurants. A few days ago I went to grab some lunch, with a friend of mine, and without intending to we ended up in Hardees.

I saw the large recognizable Hardees star from a distance and my brain suddenly decided i was craving burgers, perhaps it was because of all the McDonalds talk we have in sociology class. As soon as I walked into the fast food restaurant i was greeted by all of the staff, everyone smiling like they've know me their whole life.

I head to the counter and give the employee my order, and after I am done she asks what size and wether I want corn on a cob, or chili fries, or cookies as a side-order to my meal. I tried to look at her screen to see if there were small picture icons, just as the ones in MacDonalds, but I couldn't see anything because her hands were in the way. After I give the lady on the main counter my oder she immediately turns and screams it to the man standing closest to her. The man then heads towards the kitchen where you can see everyone is hard at work (doing the four point press i assume) , and he screams the order out again. I look past the counter to take a peak through the kitchen and I could see all the employees standing in different places, each one doing a different task to achieve the final product, the burger.

Everyone is wearing the same working uniform, apart from one man who is wearing a normal buttoned-down shirt and black pants. He just stands there and observes the other employees working, and occasionally looks at the customers and smiles. The manager continues looking back and forth between the employees and the customer, probably to make sure everyone is doing their job and that the customers are happy.

Within a few minutes the burger is prepared and one of the employees slides it down the hot metal plates. I could see other burgers stacked on the plates, waiting for someone to order them. After getting the burgers and sitting down, I take off the top bun and sure enough theres a standardised measured amount of mayonnaise and ketchup. This experiment confirmed the theory about the MacDonaldization of fast food restaurants.

I also went to Villagio to experiment the theory of McDonalization of the other fast food restaurant that are available there. All of the restaurants, McDonalds, KFC, Hardees and Pizza Hut had the same results as the Hardees experiment.