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Competing strategies have been found to be costly than focusing on the consumer. Businesses need to focus on how to increase their appeal to customers. This study aimed at evaluating the share of mind and share of heart for the leading fast food outlets in Harare. A questionnaire survey was administered on customers from the five leading fast food outlets in Harare. Chicken Inn emerged the lead outlet on customer share of mind and share of heart.

Evaluating Share of Mind and Share of Heart in the Fast Food Sector: A Case Study of Zimbabwean Fast Food Outlets