To find out the strategical factors improving the foodservice industry, this study examined the differences between consumers’ perceptions and satisfaction toward the quality attributes of the foodservice in the traditional market place by using the IPA(Importance Performance Analysis). Consumer satisfaction to the foodservice attributes had significant difference according to ‘age’. ‘business type’. and ‘location’. ‘Younger generation’, ‘street-food-shopper’, ‘famous-food-shopper’ showed the higher satisfaction to the foodservice attributes. The mean of the satisfaction to the foodservice attributes was 3.01 and it was much lower than the mean of the importance(3.58), that meant the most of consumers were not satisfied with the foodservice qualilty attributes in the traditional market place. The result of the IPA to the foodservice quality attributes, A quadrant(keep up the good work) had the quality attributes as follows; ‘portion size’, ‘specialty’, ‘freshness’, ‘good taste’, ‘reasonable price’, ‘kindness of employees’, ‘quick service’, ‘extra service’. B quadrant(concentrate here) had the ‘food sanitation’, ‘cleanness’, ‘restroom’, ‘seating’, ‘convenience’, ‘facilities’, ‘problem solving’. C quadrant(low priority) had the ‘discount’, ‘group capacity’, ‘atmosphere’, ‘customer interaction’, ‘reservation’, ‘no solicitation’, ‘reliability of information’. D quadrant(possible overkill) had the ‘diverse menu’, ‘food appearance’, ‘accessibility’, ‘public order’, ‘business hours’, ‘take-out’, ‘information accessibility’, ‘awareness’.