Introduction. Ever since Mauritius opened its economy, fast food industry has been on the rise. We have witnessed arrivals of popular ones such KFC, Macdonald, Pizza Hut, Debonair�s and also the emergence of local ones such as �Chicken-express�, �Chickentos�, �Sal�-Sucr� etc�. Numerous arguments have been put forward suggesting its continuous emergence. Furthermore their contribution and effects in societies has never cease to satiate the appetite of the media: Today, they are highly praised as job providers, tonight, they are categorised among exploiters breeding profits for international companies and tomorrow, they are accused as the main contributor to several health nuisances such as diabetes, cholesterol or obesity. As a result policy makers are compelled to come up with solutions to face the emerging problems. While this may not be the major preoccupation of customers, marketing managers in the fast food industry have had to remain alert on changes occurring in the marketing environment. The marketing environment is so dynamic that beside all the opportunities it offers it ......

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