can be key differentiators for enhancing the fast-food restaurant’s competitiveness. For instance, sales promotions through deep discounts and value-meal coupons can attract more customers. By the same token, improvement of taste of food through the use of better quality meat and fresh ingredients may enhance the fast-food restaurant’s competitive position. Somewhat different from the US customers, the Korean customers are sensitive to changes in the importance of healthy food, taste of food, and employee courtesy (Table VII(b)). Especially, note that the Korean customers care more about healthy food and employee courtesy, while they care less about competitive price than their US counterparts.