Economic observers and sociologists alike extol the growth of the fast food industry from the perspective of employment generation. For sociologists like George Ritzer these aspects matter a little when the narrow measure of efficiency imposed by the fast food industry over human values is looked at critically. Eric Schlosser in his book Fast Food Nation dwells upon all these issues. He casts doubts on the figure that McDonalds creates 90 per cent of countrys new job, but shows no surprise that 96 per cent of Americas school going children can identify Ronald McDonald.
