Managers' Perceptions of Customers Dinning Choice: Global Quick Service Restaurants in Egypt

The overall aim of this research was to investigate the key issues effect on customers dining choice in the global QSRs (Egypt). These issues have an obvious impact on the customers dining choice in the global QSRs' choice. The sampling frame includes the global QSRs managers and industry experts of the QSRs, such as McDonald's, Hardee’s, KFC and Pizza Hut. The objective of this paper is to find out the QSRs managers' perceptions of the customers dining choice on customers’ eating decisions. This paper looks at the outcome of qualitative research (semi-structured interviews with top management and industry experts of global Quick Service Restaurants (QSRs).
Findings revealed key issues affect the customers' decision eating out. The research findings refer to brand image, taste preference, cleanliness, quick service and finally word of mouth. This word of mouth builds a good or bad reputation of the QSRs in Egypt.  This paper makes recommendations should help the local Egyptian QSRs to understand key elements affects the customers' dining choice in the global QSRs market.