Under the dual influence of global economy and global cultural, more and more companies/brands make an attempt on global strategy or start to build global image, and Chinese consumers in growing numbers begin to embrace and identify with global culture. The present study aim is to analyze Chinese consumers’ attitudes toward the restaurant franchise’s globalness and localness. The impact of consumer global-local identity on attitude toward globalness vs. localness has draw attention from researchers at home and abroad, but there’s no specific study targeting Chinese on this field yet. On this circumstance, this study aims to investigate the impact of Chinese consumers’ global-local identity on the attitude toward Chinese consumers, ie. perceived globalness vs. perceived localness. The findings mainly show: 1st, Chinese urban consumers have cultivated a global identity along with a stronger local identity; 2nd, global-local identity plays a partial and conditional role upon consumers’ preference of “perceived global brands”, on the basis of brand attributes; 3nd, global identity’s positive impact is stronger than local identity’s negative one. According to the above conclusion, two aspects of management implications were proposed: 1st, in building “perceived global brands”, on the basis of excellent brand attributes, cultivating PBG is the key, while enhancing PBL add brilliance. 2nd, managers should observe and grasp consumers’ dual cultural identity under the cultural globalization, and make good use of these consumer identity in market segmentation and consumers targeting.