The research was designed to answer the question about general attitudes of consumer toward Madou Ning-Chi spicy hot pot. The objectives were to understand the relationship of gender, education level and income with service quality and brand imitations which were the key factors to effect on their success. The most important successive factors for Ning-chi spicy hotpot were changing to fit the consumer demands from a specific order to 199 dollars per meal. The consumer also required the store decoration, taste, enrich, and high fresh food. It was the key factor for Ning-chi spicy hotpot.