"Today, globalizing processes are challenging Croatian food culture—in sociologist George Ritzer’s terms, 'McDonaldization,' a process aiming to increase efficiency, calculability, predictability, and control. The end of communism in the early 1990s left a vast and open land of opportunity for McDonald’s and other corporations to take over and rationalize Eastern European eating."
Kranjac, A. W. (2014). McDonaldizing Croatia. Contexts, 13(3): 4–11.
American Sociological Association