ABSTRACTIn recent years, a major food consumption trend in North America is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast-food markets will offer greater growth opportunities for marketers. Along with the socio-economic, demographic and behavioral changes, consumer demand for eating out and purchasing of fast foods has drastically changed. The comparative study presented here investigates consumers' perceptions of and preferences for fast-food restaurants in the U.S. and Canada. The results of this study can have very important implications for developing marketing strategies and targeting promotional efforts. Findings of the study offer need-oriented type of marketing strategies for both franchisors and franchisees in the North American fast-food industry to enable them to be more competitive in this fast-changing business environment.