The purpose of this study is to find out what choice variables should affect on recognized value and satisfaction for medicinal foods, to suggest some guideline for promoting functional foods restaurants. The findings are summed up as follows; First, three factors which are consist of choice variables had significant on recognized value. They are 'health management & function', 'natural-oriented recipe', and 'various menu'. Second, two factors such as 'medical function', and 'natural-oriented recipe' had the greatest impact on the satisfaction. Third, recognized value had not significant on the satisfaction. Potential insights was showed up; First, various menu and recipe should be developed on sexual, individual health condition, season, and age. Because individual's health will be promoted differently which is based on the way cooking with same ingredient. Second, they should know about medicinal foods. why is it important?, and what food's function could be promoted for human body. To do so, they should be supported on education and publicity. Third, service staff should be endorsed on special knowledge about functional foods. Therefore, satisfaction will be raised through customer-oriented service.