Abstract: The objective of the study is to identify the comparison on the service quality, the customer experience and the brand image of fast food between McDonald’s and Richeese Factory in Bintara, Bekasi. During the conduct of the study, the subjects that had been selected were the customers who used to visit and consume the fast food in both McDonald’s and Richeese Factory in Bintara, Jakarta. The study was conducted toward 155 respondents by using quantitative method.