There is a notable change in Korea’s food-service industry nowadays. It may be due to the increased GNP, women’s role enhancement in the society, increased needs for nutritional food, decreased working hours and the change in cultural behavior. These changes brought the increase of dining outs in the dietary pattern. Meal is no longer regarded merely a necessity that meets one’s basic needs but a means to relax and socialize. As convenience and diversity are highly requested the food industry is westernizing fast. This study aims at providing decision-makers and marketers both the target market information and useful clues to understand customers’ motives and choice behavior in comparative restaurants between Korea and Japan.