Course: International Market entry Write minimum of 400 wrds. Many of the fast-food operations are entering markets in Middle Eastern countries. In the United States, breakfast items are very popular and are responsible for a majority of the profit from sales, primarily from drive-in customers. However, to their dismay, managers found that there was practically no demand for breakfast items.

Firstly, due to hot weather conditions, people sleep late and wake up late. Secondly, they do not eat burgers, and sausage or bacon is prohibited. Also, drive-in business is not popular since people go to work at different periods of time.

Do you agree with some or all the above reasons? why?

Discuss the "Self-reference Criterion" as a potential reason and explain its effects on the Fast-food industry in the Middle East region.