McDonald's is one of the most internationally recognized symbols of American popular culture. Ray Kroc transformed McDonald's in the 1950s and developed it into a global franchise system focused on efficiency, standardization, predictability and control - known as "McDonaldization". McDonald's has adapted to local cultures by offering localized menu items and interior designs. However, some argue that McDonaldization has reduced innovation and playfulness with food, creating boring, standardized products. McDonald's restaurants in different cultures have also taken on additional social functions beyond fast food consumption.