With respect to frequency of eating out at fast-food restaurants, it was discovered that majority of the customers that visit fast food restaurants do that every day. This account for 58.8% of the customers. From the descriptive statistics, food quality, service quality, environment and consumer demographics are the main factors that influence the behaviour of consumers towards patronising the fast food restaurants in Anambra state. Followed by modernity, restaurant image, quick service and perceived value. The regression result revealed that the joint effect of the explanatory variable in the model account for 71.9% of the variations in the factors influencing the behaviour of consumers towards patronising the fast food restaurants. Six coefficients (service quality, atmospheric quality, perceived value, environment, customers demographics and modernity) are significant at. However, food quality, restaurant image, price and quick service are found not to be significant. Interestingly, only service quality, perceived value, customers demographics and modernity have positive and significant relationship with the behaviour of consumers towards patronising the fast food restaurants in Anambra state, Nigeria.