1. The process by which the principles of the fast food restaurants are coming to dominate more and more sectors of American society as well as the rest of the world.
The workers lose their identity, because they have to learn scripts and follow so many generic rules that they can't be themselves.
2. The process by which society takes on the characteristics of a fast food restaurant.
I got in trouble at my McJob today for not pretending to be super happy. I'm going to have to conform to Mcdonalidization or they might fire me.