The convenient and fast fast food format can be said to be the product of the accelerated pace of people's lives. McDonald's and KFC were born in this social background. With the acceleration of people's life rhythm and the continuous improvement of income level, people's demand for fast food is increasing day by day, and the fast food industry has a very broad market space, which is a very good development opportunity for many fast food enterprises. Generally speaking, fast food is highly mobile, and the time for people to eat is relatively fixed, basically three meals a day. However, with the accelerated pace of life and work, the inherent eating habits of three meals a day are also quietly changing. People's eating time is no longer so fixed, showing some instability. When they are hungry, they eat whenever they want, and the demand for food is more obvious. The variability and randomness of people's dining time also make many fast food enterprises find market opportunities. The supply of fast food has fully adapted to the requirements of industrial civilization, and the convenience and speed of eating at any time have fully met the needs of consumers. The fast food market is huge, so we can naturally feel this huge cake. At the same time, although the capacity of fast food is huge, no brand has become the overlord, and the market opportunity is great. However, with the rapid growth of Chinese fast food brands such as Kungfu, they gradually show their dominance and strength, which makes us feel the crisis and wait for no one. In essence, fast food dishes also need constant innovation to make consumers feel fresh. What consumers need is a clean, hygienic and delicious fast food. Therefore, it is wise to provide consumers with a variety of taste choices and nutritional choices, which not only embodies the advantages of delicious food, but also embodies the varieties. Many fast food restaurants generally have a weak sense of innovation, pay insufficient attention to consumers' needs, and fail to meet the changes of consumers' needs in terms of dishes, services and dining environment. , leading to weak market competitiveness and unable to achieve sustained and healthy development. For the fast food industry, consumers are God. After careful study of consumers, we can make clear or even tap their needs or potential needs for taste, environment, service, price, etc., and then formulate targeted business strategies. However, many fast food operators often ignore the needs of consumers, let alone tap the potential needs of consumers. Many fast food restaurants follow the trend of opening stores, and often followers can only face closure and helpless withdrawal from the market. If we can pay more attention to and tap consumer demand and meet consumer demand, there will be many market opportunities.

The strategic planning of fast food enterprises is prone to the following problems: 1, lack of brand development planning and clear development goals. 2. The market operates at will, only paying attention to the gains and losses of current interests, regardless of future development. 3. The understanding of the market and competitive environment is not comprehensive and thorough, and the market positioning is vague. 4, regardless of primary and secondary, the implementation of unorganized, unplanned. 5. Even if there is an enterprise strategic plan, it is difficult to be implemented, and the operability is not strong and the execution is poor.