Goodbye to service. Service failures caused by culture

The aim of this paper is discusses three major restaurant chains in Mexico. Due to copyright, they will be labeled as options 1, 2, and 3. Each of them is described below. Option 1 is a chain founded in 1903 as a pharmacy and has three red owls on a white background as its emblem. Option 2 began operations on August 6th, 1964, and initially belonged to a major Mexican self-service chain. It was later sold to another North American chain in 2014 it changed owners again. Option 3 is owned by a large Mexican commercial company founded in July 1971. The name of this chain could respond to the acronym for obsessive-compulsive disorder in the plural or the onomatopoeia of speaking in the English language. For its study, participant observation, Claude Levi Strauss’ structuralism, and ethnomethodology were used. The research has an exploratory, descriptive, and explanatory character.