“…And it is important to observe that, with a base in any one of the measurements -importance, width and height of the zone -it is possible to find that the attributes most valued reflect the essentials of fast food service: the food (quality of the ingredients, regularity, flavor, texture, aroma, visual and temperature), hygiene (in the installations, and food prep and handling), correct registering of orders and price, correct delivery of order and time of attendance. This tendency is also observed in the study of Machado et al (2006). Among the least valued, on the other hand, appear attributes like the force of the brand, visual attractiveness of the store, level of frequency, distribution of complimentary gifts, presence of the receptionist and availability of staff to take the lunch to the tables.…”