| This research is based on the emergence of many brand new fast food restaurants as well as the old ones trying to expand their business by opening a new branch in several areas. To prevent a failure in the midst of fierce competition, the fast food restaurants need to grasp what the consumer demand and need. Therefore, through this research is done by measuring satisfaction and attitudes of the consumers and also to find out what is the most preferred by consumer for the fast food restaurants. It is hoped that the measurements could point out what is the strengths and weaknesses of each restaurant that being researched. Moreover to complement this research, correlation tests are also conducted to see whether the variables one with another correlated or not. Fast food Restaurants which is the object of this research are KFC, McDonald’s and A&W in Jakarta which got the top three positions based on the survey results conducted by Top Brand Award in 2014.The final results of this research are strategies suggestions for each restaurant, made based on SWOT Analysis. SWOT Analysis is a method based on secondary data, observation results, and consumer satisfaction and attitude measurements results. Then for consumer preference result, the 1st is KFC, 2nd is Mc Donald’s, and the 3rd is A&W. Meanwhile, for correlation test result, it is concluded that there is correlation between satisfaction and behavior, while there is none between behavior and preference, and between satisfaction and preference |