Product offerings which have a significant service component represent a substantial area of opportunity for firms considering, or already involved in, international operations. The objective of this study was to consider the impact of a sense of national identity on the perceptions of, and attitude toward, such a product offering in an overseas market. Using the perceptions and attitudes of citizens of Hong Kong toward fast food, this study provides insight into the areas where national identity affects the marketing of related products in a foreign market. Both the theoretical and managerial implications of the study findings are discussed.