Marketing concept includes planning, organizing, promoting, and delivering products and / or services to selected target market, at fair price level in order to satisfy consumer and organizational needs. Marketing mix includes product, promotion, place, price and people (5P). When we look at the fast food industry, we can see the tremendous volume in terms of sales and demand which is coming from consumers because of their fast-going life. From the time, which Mc Donald’s opened up the first local restaurant till now, fast food chains have become an important part of our lives. The reasons are that easy to access on foot or by car, cleanliness, affordable price and fast service. There are 13,099 Mc Donald’s Restaurants just in U.S. and every eight hours somewhere in globe a new store opens. Because of the competition and narrowed market share, They have offered dollar value menu in order to accelerate their sales. Currently, they are opening new restaurant in gas stations, Home Depot and Wal-Mart’s locations just to be more accessible to the consumers. As people is a significant part of market mix, Mc Donald’s Hamburger University was opened in Elk Grove,IL to train franchise owners in order to give better and standard service to the customers in Restaurants. Even in 1990, Before opening its first restaurant in Moscow, Mc Donald’s sent its 6 Russian Managers to Illinois for six months’ of training in order to operate properly in abroad. Addition to that, Mc Donald’s has changed its cooking oil to cut down on cholesterol raising trans-fatty acids, in the name of providing healthier food. Mc Donald’s has also started to renovate its restaurants to make them more comfortable and attractive for the consumers. In France, Mc Donald’s restaurants have out door wooden tables and colorful decors inside. When we look at the Burger King, they have 11,450 restaurants in 58 countries. They have stressed “ have it your way “ slogan with flame-broiled burgers and different menu options. Furthermore, because of the fierce competition, also Burger King has launched a 99c-menu campaign to gain more customers. Wendy’s has offered salads addition to the old fashioned-hamburgers and comfortable atmosphere in its restaurants to differentiate itself from rivals. These fast food restaurants have also offered special menus and promotions such as toys, playgrounds, etc. for children. Kentucky Fried Chicken is a great example of aggregation marketing strategy, which is providing one type of product to the market place for any type of consumers. KFC’s specialty is fried chicken and chicken sandwiches. The macro-environmental situations such as cultural, demographic, economic, natural, political and technological, affect marketing strategies of companies. For instance, because of the economic downturn, Mc Donald’s is planning to stop opening up new branches. Moreover, as complaints have risen on unprofessional employees and unsatisfactory service, Mc Donald’s has started to give hospitality training to its employees for the first time in its history. In conclusion, marketers must be aware of macro environmental conditions and as long as marketers make the necessary changes on marketing strategies, companies can give positive response to their target market. HASAN KURSAD DEVECIOGLU COPYRIGHT 2004 DO NOT USE THIS ARTICLE WITHOUT THE WRITTEN PERMISSION OF THE AUTHOR