With the rising demand for fast-food services, fast-food restaurants sprung in every corner and cranny of the world. The explosive growth of a fast-food restaurant industry, however, fueled intense competition among the fast-food restaurant. As the competition intensified, mere compliance with past service standards or mere duplication of the service marking strategy in every other country can spell trouble in retaining current customers and/or attracting new customers. In other words, fast-food restaurants need to achieve service excellence by constantly improving service performances and localize their service offerings to the liking of local customers in specific target markets. Fast-food restaurants cannot improve service performances unless they understand what the leading competitors do in the market and what level
of service gaps exists between current performances and best practices. They also need to cater their service offerings to the dynamically changing preferences and unique needs of their customers in foreign markets. Thus, we proposed cross-cultural benchmarking as an effective way of sustaining service excellence and winning the hearts of foreign customers. This section summarizes several major findings of the current benchmarking study conducted in two different countries with two contrasting