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Determinant attribute analysis technique that isolates critical product attributes, can be a useful marketing tool for organizations hoping to penetrate new markets, and re‐examine their current market needs. Uses restaurants in Hong Kong as an example. While consumers say that food quality and food type are the critical variables for restaurant selection or rejection, other “lesser” choice variables may be the deciding factors in the final restaurants selection or reflection. The four restaurant types which emerged from the study are: fine dining/gourmet; theme/atmosphere; family/popular; and convenience/fast‐food restaurants. The results indicate that customers’ perceptions and therefore their preferences of choice variables, varied considerably by restaurant type, dining‐out occasion, age, and occupation. Suggests that the importance of perceivably unimportant attributes, can determine customers’ final restaurant choice. It is suggested, therefore, that the quality of food and type of food should not be the only attributes underpinning the restaurateurs’ marketing strategies in Hong Kong.