Impact of external environment on the performance of the fast food industry

The Purpose of this study is to analyze the impact of Political, Economic, Social and Technological macro environmental forces on Pizza fast food industry in Rawalpindi / Islamabad and suggestions for improvement in their performance. This research work is based on co-relational (survey) research design and instrument used for research is interview. PEST analysis was selected to analyze PEST forces in fast food industry. The paper provides empirical data to identify those factors that play key role in improvement of performance. In this study we found that the four factors P, E, S, and T are the key factors that can determine the performance of the fast food industry. Our result showed that the P is somewhat insignificant but other all three factors are the key factors which show the significant results. Hence we can say that managers have to keep these factors in mind to perform better. -- Pizza food industry ; PEST analysis ; Pakistan