The fast-food restaurant industry is one of the great success stories in Taiwan business history. The market share of the Chinese fast-food restaurant industry was almost to reach fifty billion NT dollars in 2001. Based on the characteristic of high profits and low investment, it has gradually become the most potential franchising segment. The aim of this article attempts to assess the marketing strategies from customers' point of views. The principal component factor analysis resulted in eight factors being extracted and created a new factor variable index of marketing strategy. There also are differences between the customer demographics and marketing strategy. The managerial suggestions of the findings for the Chinese franchise restaurants and researchers are discussed.