Marketing strategies for fast-food restaurants: A customer view

Ali Kara, Erdener Kaynak, Orsay Kucukemiroglu

Research output: Contribution to journalArticlepeer-review

25 Scopus citations


Posits that, in recent years, a major food consumption trend in the USA and Canada is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast-food markets will offer greater growth opportunities for marketers. Presents consumers’ perceptions of and preferences for fast-food restaurants in the USA and Canada. The results of this study may have very important implications for developing successful marketing strategies for fast-food restaurants. Findings of the study offer need-oriented marketing strategies for both franchisers and franchisees in the US and Canadian fast-food sectors to enable them to be more competitive in this fast-changing business environment.

Original languageEnglish (US)
Pages (from-to)318-324
Number of pages7
JournalBritish Food Journal
Issue number9
StatePublished - Oct 1 1997

All Science Journal Classification (ASJC) codes

  • Food Science
  • Business, Management and Accounting (miscellaneous)


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