The second criterion driving the customer satisfaction is the restaurant’s location. It is
advantageous for a quick service restaurant to be located where it will have high visibility, convenience
access and for the restaurant to be located conveniently along routes frequently traveled by their
customers (Sharkey et. al. 2007). To register in consumers’ memories, the restaurant must gain the
consumers’ attention. If out-of-sight relates to out- of-mind, then it follows that higher visibility can
promote greater attention and activated memory. Also, given that fast food purchases are typically a low
involvement action for the consumer, the convenience factor has added importance for stimulating
purchase behavior. So, restaurant locations that are on regular routes traveled by consumers provide the
added value of convenience that many consumers are looking for in a purchase behavior situation.