At present, the development of food and beverage business in Indonesia is increasing, it can be seen that food is a basic need of every human being. The food and beverage business in Indonesia is very diverse and has many variants and types of products. one type of food product that is in demand by Indonesian people is donut. we know that many outlets that sell donuts as their main menu are Dunkin 'Donuts, J.Co, Krispy Kreme, and others. Krispy Kreme is an international restaurant and food franchise specializing in donuts. as well as J.Co which is an original restaurant from Indonesia formed by Johnny Andrean which serves donuts as their main menu. The difference between the two companies is the origin of the company, the quality of the product and the store atmosphere offered by the two companies. In this study conducted to see whether the three aspects affect consumers in choosing a donut shop. This research uses causal research methods. This sample uses 175 respondents, who used judgment sampling techniques with the criteria of respondents who were in Tangerang and had bought J.Co and Krispy Kreme donuts at least 1 time. Data analysis methods used in this study are descriptive analysis and quantitative analysis with multiple linear regression. From the data obtained it can be seen that respondents rated foreign donut shops superior to local donut shops in product quality and store atmosphere. Most respondents chose foreign donut shops because the taste, texture, appearance and variety of donut flavors were better than local. Besides the respondents also considered that the atmosphere of the shop, the layout, lighting and cleanliness of foreign donut shops made them more comfortable. Respondents also assume that the country of origin of a product can affect their views where they assume that products originating from foreign countries are superior compared to local products. The dimensions of country of origin, product quality and store atmosphere have a significant influence on brand preference.