
Published online:
20 March 2014
Published in print:
17 February 2009
Online ISBN:
9781604733464
Print ISBN:
9781604732061
Contents
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The Pleasure of Being Regular The Pleasure of Being Regular
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The Work of Recognition The Work of Recognition
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One of the Gang One of the Gang
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Knowing and Being Known Knowing and Being Known
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One of a Kind One of a Kind
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The Appeal of a Unique Place The Appeal of a Unique Place
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This is Mine This is Mine
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Naming Favorites Naming Favorites
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Affordable Intimacy Affordable Intimacy
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Customer Inclusion and Customer Intrusion Customer Inclusion and Customer Intrusion
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Measuring Service Measuring Service
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Routinizing the Intangible Routinizing the Intangible
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Messy Moments at the Hungry Cowboy Messy Moments at the Hungry Cowboy
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Belonging in Public Belonging in Public
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Chapter
3 Consuming Belonging: Feeling “At Home” at the Hungry Cowboy
Get access
Pages
61–91
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Published:February 2009
Cite
Erickson, Karla A., 'Consuming Belonging: Feeling “At Home” at the Hungry Cowboy', The Hungry Cowboy: Service and Community in a Neighborhood Restaurant (Jackson, MS , 2009; online edn, Mississippi Scholarship Online, 20 Mar. 2014), https://doi.org/10.14325/mississippi/9781604732061.003.0003, accessed 28 Apr. 2025.
Abstract
Servers and managers at the Hungry Cowboy make the effort to give regular customers a feeling of familiarity and belonging. In return, customers become loyal to the restaurant. Drawing from analysis of one hundred customer surveys and over five hundred customer comment cards, this chapter examines what customers want and what they get by becoming “regulars.” It contrasts regular customers’ loyalty to the Hungry Cowboy with what George Ritzer calls the McDonaldization of everything. McDonaldization reorganizes processes to emphasize efficiency, calculability, and predictability; it exerts control through nonhuman technologies.
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