This study examined the relationship among seven QSR attribute factors that impact QSR selection decisions. The seven factors are described as quality indicators, setting, marketing, price/value indicators, dietary considerations, access issues and special promotion. Gender, age and dining frequency were shown to impact the strength of the relationship with many of these factors. The results of this study provide valuable information for practitioners involved in QSR concept planning and operations management. The findings support the need of researchers to evaluate and control key customer variables in service encounter research.