Social and cultural life has taken place great changes with the continuing improvement of Irish economic level

which brings various of opportunities and challenges to fast-food industry. The research takes Irish local fast-food restaurant (Luigi’s) as an example

evaluates customer motivation

customer behavior

customer satisfaction and loyalty by using secondary research and primary research

and investigate the consumer insight and shopping behavior in fast food industry. The report analyzes the macro environment and industry environment in fast food category. It estimates the local competitors’ fast-food industry in Castlecomer and put forward the improvement plan and the corresponding marketing plan

aiming to improve customers’ satisfaction

experience

conversion rate and loyalty and to help Luigi’s increase its market share.